Dallas, Texas – Avocados From Mexico (AFM), the number-one selling avocado in the U.S., will join the ranks of top advertisers during the Big Game, and reign as the first fresh produce brand to broadcast an ad during the biggest American professional sporting event of the year. The Big Game will air on Sunday, February 1, 2015 on NBC.
The 30-second TV 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 U.S.
Havas Media secured the Big Game spot, along with supporting NBC properties to surround the debut of the ad, including Pre-Game, 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 lbs. of avocados were consumed in the US, most of which were imported from Mexico, the only avocados available all year round. In foodservice, fresh avocados are one of the most popular ingredients on the menus today, there were 421 million lbs. sold in 2014 alone. Moreover, the fresh avocado marketplace is slated to grow 8.1% through 2019.
According to Alvaro Luque, president of Avocados From Mexico, 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 a mercurial rise over the last ten years. 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,” noted Luque. “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. Mario and Courtney 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,” said Mario Lopez. “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 towards 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 February 2, 2015 – March 13, 2015 with a pre-contest beginning January 19, 2015.
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.
About Avocados From Mexico
Avocados From Mexico (AFM) is a wholly owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. Under agreements, MHAIA and the Mexican Avocado Producers & Packers (APEAM A.C.) have combined resources to fund and manage AFM, with the intent to provide a focused, highly effective and efficient marketing program in the United States. AFM is headquartered in Irving, TX.
Hass Avocado Board Volume Data and Estimated Volume Projections: http://www.hassavocadoboard.com. Last accessed December 12, 2014.
Hass Avocado Board Volume Data and Estimated Volume Projections: http://www.hassavocadoboard.com./shipment-data/historical-shipment-volume/2015. Last accessed December 12, 2014.
Source: Avocados From Mexico