What: Avocados from Mexico made another big splash with its fourth Super Bowl ad.
Why it matters: Rather than launching a specific product, AFM highlighted the versatility of avocados and looked to connect with consumers on a broader scale.
The usual Super Bowl mix of commercials has beer, movies, some tech and… Avocados. Yes, Avocados From Mexico (AFM) returned to the multi-million dollar ad extravaganza for the fourth consecutive year, trying to find its way among the big brands during the world’s most-watched sporting event.
Avocados From Mexico (@AvosFromMexico), the wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), again used not just the Super Bowl spot, but future NFL Hall of Famer Tony Gonzalez (@TonyGonzalez88) as a spokesperson, to amplify their message during Super Bowl week in Minneapolis.
The spot, tagged #GuacWorld, landed in the middle of USA Today’s Ad Meter for the game, at 33, ahead of bigger spends for traditional brands like Tide, CocaCola and Michelob Ultra. However the goal for AFM is to be in the game and engage with consumers going forward for event in 2018, not for launching one product.
“The strategy of a business like Avocados for Super Bowl is different than a traditional consumer brand,” said veteran marketer Chris Lencheski. “People on Super Bowl Sunday actually have their product in hand already. It’s a reminder to the consumer that Avocados are different and should be a staple going forward and in that vein the ad becomes a launching point for the rest of the spring, when people are thinking parties and healthy snack alternatives. It’s a big spend, but one that works for them to cut through the clutter.”
Bringing Gonzalez, who starred in the NFL for over a dozen years with the Kansas City Chiefs and Atlanta Falcons, into the mix during Super Bowl week as their spokesman also gave AFM an added media boost.
“Over the past three years, our groundbreaking Big Game campaigns have been an overwhelming success,” said Alvaro Luque, president of Avocados From Mexico. “This year, we are excited to further build on that momentum with another integrated campaign that reminds consumers that avocados are a highly versatile and great tasting fruit, perfect both inside and outside the bowl – from sandwiches to burritos to wraps and salads.”
AFM launched its first Super Bowl ad in 2015, bringing the world “Draft Day,” a humorous, star-studded spot depicting Mexico as the origin for the avocado during a pre-historic, football-styled “first draft ever” of plants and animals. In 2016 they unveiled “Bounty of Earth,” a hilarious, out-of-this-world experience set in an interplanetary museum where aliens highlighted how the Mexican avocado is “Always in Season,” among other unique Earthly treasures. In their 2017 ad, “#AvoSecrets,” a secret society leader is troubled, as humankind figures out that Avocados From Mexico have good fat – a precious secret the society is supposed to protect.
Bringing Gonzalez, who starred in the NFL for over a dozen years with the Kansas City Chiefs and Atlanta Falcons, into the mix during Super Bowl week as their spokesman also gave AFM an added media boost. Although not in the spot, Gonzalez, now an analyst for FOX Sports, was able to weave the AFM messages into multiple appearances in and around Radio Row at the Mall of America, using his own Avocado recipes as a hook around the football talk. That gave AFM an even bigger presence in smaller markets around the Big Game, and extended their media exposure well beyond just the spot, which debuted midway through Sunday’s game on NBC.
There is always risk with a massive one time spend for nontraditional brands during Super Bowl. But by combining with a spokesperson prior and then using the ad to amplify a bigger play into the social world for the spring and summer, Avocados From Mexico is able to score where other brands fail; by being in the Super Bowl conversation, and presenting an opportunity to its partners that keeps the product top of mind and growing as consumer choose snacks for the spring.