Avocados From Mexico, the No. 1 avocado brand in U.S., has tapped comedic genius Rob Riggle as its Guac Guru, the all-knowing expert ready to prove how guac and football are so predictably good plus help shoppers get ripe and ready for all the exciting gatherings ahead.

As part of AFM’s national shopper marketing campaign, the always good brand is supporting produce retailers with a robust in-store promotional strategy that includes engaging marketing materials featuring Riggle, such as bulk and bagged avocado displays designed to catch the eye of shoppers prepping for game-day celebrations.

According to AFM, food is just as important as the big game itself, and this campaign leverages the undeniable link between game day gatherings and guacamole, positioning avocados as the “MVP” of watch parties.

“Guacamole isn’t just a dip—it’s a big game essential,” said Stephanie Bazan, senior vice president of commercial strategy and execution for Avocados From Mexico. “Pair Rob Riggle’s larger-than-life energy with our fresh avocados, and you’ve got a game-winning combo that guarantees avocados will be the real champs at every watch party this season.”

AFM said that the goal of naming Riggle as the Guac Guru was to inject humor and relatability into the campaign, which seeks to capture attention both in-store and across digital platforms.

“It’s simple—there’s no game day without guac. That’s why I’m so pumped to team up with Avocados From Mexico as The Guac Guru,” added Riggle. “If you find yourself like me every year, trying to predict just how much to make for your crew before your big game party, remember this: There’s no such thing as too much guac.”

The campaign will seek to engage shoppers with QR codes on themed avocado bags along with a $1.50 cash back offer, making it easier for fans to save on avocados for their big game spreads. To sweeten the deal, 10 lucky fans will receive a year’s supply of avocados through a simple entry facilitated by QR codes on in-store displays.

Retailers can contact their AFM regional director to learn more about how to take advantage of the campaign or to procure in-store materials and packaging while supplies last.

The campaign runs from Jan. 19 to Feb. 8, aligning perfectly with big game party prep season, when guacamole is expected to hit its peak, with 81 percent of fans planning to watch at home.