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AFM to advertise during Super Bowl

Avocados From Mexico will join the ranks of top advertisers during the Super Bowl and, according to AFM, reign as the first fresh produce brand to broadcast an ad during the biggest American professional sporting event of the year. The Super Bowl will air on Sunday, Feb. 1 on NBC.

The 30-second television spot will remain under wraps until it debuts at the end of the first quarter. This is the first time produce will share the screen with some of the biggest brands in the United States. afmlo

Havas Media secured the Big Game spot, along with supporting NBC properties to surround the debut of the ad, including pregame, "The Today Show" and NBCSN. Along with the ad’s debut, Avocados From Mexico will launch an exciting social media engagement program that will get game watchers in the Mexico spirit, and will increase awareness that avocados from Mexico are always in season and pair perfectly with their football celebrations.

Whether served atop a hearty chili, spread on a sandwich or tossed into a salad, fresh avocados and guacamole are sure to be the star of many game-day events. In fact, in January 2014, 70 million pounds of avocados were consumed in the U.S., most of which were imported from Mexico, according to the Hass Avocado Board Volume Data & Estimated Volume Projections. In foodservice, fresh avocados are one of the most popular ingredients on the menus today. According to the Technomic Inc. 2014 Volumetric Assessment for Avocados from Mexico, there were 421 million lbs. sold in 2014 alone. Moreover, the fresh avocado marketplace is slated to grow 8.1 percent through 2019, according to the assessment.

Alvaro Luque, president of Avocados From Mexico, said the Big Game is the perfect event to showcase the nutritional value and snacking options provided by Mexican-grown avocados, which are available year-round. He noted that in January and February 2015, the amount of avocados imported to the U.S. is expected to be more than 285 million pounds — continuing the significant rise over the last 10 years, according to the HAB projections. Also, by showcasing avocados on the highest-rated commercial-viewing event of the year, Avocados From Mexico will continue the purchase momentum of avocados well in to the new year.

“Avocados From Mexico is proud to be the first produce supplier to have an advertisement featured during the most popular event of the year,” Luque said in a press release. “We are excited to be advertising during the ‘Big Game’, but more importantly, we’re committed to giving consumers a nutritious way to enjoy game-time and anytime snacking. This ad continues the trend toward good-for-you choices advertised in a big way, and we’re thrilled to be a part of that important shift.”

In addition to the TV spot, Avocados From Mexico will be launching the following marketing campaigns designed to further showcase the taste, nutritional benefits, recipe versatility and year-round availability of Mexican-grown avocados.

No Guac, No Game: Host of the Emmy-award-winning TV show "EXTRA," actor and best-selling author Mario Lopez and his wife, Courtney, will be the spokespersons for No Guac, No Game, a January 2015 public relations campaign that will illustrate how great guacamole can be the only thing that brings a divided house of passionate sports fans together during the ultra-competitive playoffs. Lopez and his wife will share recipe ideas during national and local media interviews, social media chats and on Avocados From Mexico online properties.

“We may be cheering for different teams, but there’s one thing we agree on — fresh guacamole makes game day better,” Lopez said in the press release. “It’s the centerpiece for our family get-togethers, a crowd-pleasing snack that’s perfect to share with the ones you love.”

Fanwich: To keep avocado velocity and consumption strong at the supermarkets following the Big Game, Avocados From Mexico will conduct an in-store promotion geared toward the use of fresh avocado in sandwiches and wraps with the launch of Fanwich. The First Annual “Now, That’s a Fanwich” national display contest will feature Avocados From Mexico and offer unique display materials, IRC coupons and over $100,000 in display prizes. Jeff Mauro, “The Sandwich King” and co -host of “The Kitchen,” will launch the consumer program and help drive online entries for the Fanwich contest. Fanwich challenges consumers to create the ultimate sandwich or wrap made with fresh avocados for weekly chances to win $500 grocery gift cards and entry to win an exciting grand prize. The promotion will run from Feb. 2 to March 13 with a pre-contest beginning Jan 19.

To learn more about these and other marketing and promotional activities, visit the Avocados From Mexico Facebook page, www.facebook.com/AvocadosFromMexico, or website, www.AvocadosFromMexico.com.

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