Avocados from Mexico relishes Super Bowl spotlight

February 1, 2018 01:11 PM
Aiming to beat last year’s 7.5 billion media impressions with its new Super Bowl 52 commercial, Avocados from Mexico is receiving good buzz about its 30-second “#GuacWorld” spot.


Aiming to beat last year’s 7.5 billion media impressions with its new Super Bowl 52 commercial, Avocados from Mexico is receiving good buzz about its 30-second “#GuacWorld” spot.

Retailers also should see big sales. Overall avocado volume from Mexico up 6% in the four weeks leading up to the Super Bowl, the group reports. Super Bowl 52, Feb. 4 in Minneapolis, pits the New England Patriots against the Philadelphia Eagles.

The commercial, the fourth consecutive Super Bowl spot from Avocados from Mexico, will air during the second quarter.

This year’s spot, “GuacWorld,” introduces a domed world where residents have virtually everything they’ve ever wanted, including celebrity Chris Elliott signing autographs, massage chairs and lush tropical foliage.

But the bliss is suddenly is put in peril when residents discover they don’t have chips to dip in their Avocados from Mexico guacamole. One of the leaders reminds the rioting crowd that avocados taste great on all kinds of foods. “We can still make this work!” she pleads, holding up a piece of avocado toast. The calm returns, only to be broken again seconds later when somebody exclaims that the “wifi is down.”


Spotlight guac

“It is such a big deal for us,” said Alvaro Luque, president of Avocados From Mexico. “It is so big that you can’t really compare it to other things we do.”

Mexican avocado suppliers have delivered good volume to the market in anticipation of the Super Bowl, he said. In the four weeks prior to the Super Bowl, about 200 million pounds of Mexican avocados have been shipped to the market, up about 6% over a year ago.

“We are happy that we have a healthy supply,” he said. “It is going to be perfect for the programs we have.”

Getting 7.5 billion media impressions in four weeks last year, Luque said this year’s Super Bowl commercial is expected to break that record.

The first Super Bowl commercial group ran, #firstdraftever in 2015, generated 2.5 billion impressions. The second commercial, “Avos in space,” generated 3.6 billion impressions in 2016. The 2017 Super Bowl commercial campaign, “Secret Society” notched 7.5 billion impressions.

“We have a very robust plan, and so far we have seen a very good response from everyone for our teaser that has been out for a week,” he said Jan. 31. “People are loving the ad, they are loving the message.”

Paying more than $4 million for a 30-second advertisement is a weighty decision, but Luque said the investment has paid off.

“It is not as much as what you get out of that specific ad — what really brings the value is the whole campaign you can develop around it,” he said. “For us, it is not one day, it is four weeks of activity,”

He said the Super Bowl is unique for marketers, in the sense that for one week, 100% of people are supportive of ads, talking about ads and sharing ads.

“It’s a great marketing moment and we want to take advantage of it as much as possible,” he said.


Trade promotions

Avocados from Mexico has promotions after the Super Bowl to take advantage of the media momentum, Luque said. Called “Guac Nation,” the pre-Super Bowl promotion is the biggest of the year, with thousands of displays placed in retail produce departments prior to the big game, he said.

After the Super Bowl, Avocados from Mexico features the Fanwich promotion, stressing the appeal of avocados on sandwiches and other hand-held snacks.

“We are very happy with the results with the trade and the shopper as well,” he said. “In the end, the Super Bowl is going to deliver a lot of brand awareness and impressions, and we need to (help) sell avocados — that’s what we are here for.”



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