Digital Marketing

Avocados from Mexico fuses branding, performance marketing for Super Bowl return

Avocados from Mexico fuses branding, performance marketing for Super Bowl return
Written by Publishing Team

Diving Brief:

  • Avocados from Mexico (AFM) is launching a multi-channel campaign in the lead-up to its return to the Super Bowl next month that will see avocados put on the digital shelves of 40 retailers, according to a press release.
  • A commercial marketer of fresh produce has created a virtual “House of Goodness” experience where consumers can tour a home hosted by NFL star Drew Brees. Interactive digs allow visitors to take a selfie with Brees; View the large game site and recipes for AFM; Entering a sweepstakes to renovate a real smart home worth $100,000; And buy avocados directly from multiple touch points powered by MikMak technology.
  • “Store of Goodness” brings thrust into the real world, as AFM acquired vintage clothing store Funny Pretty Nice in New York’s SoHo neighborhood from February 8-13. The space will sell the AFM Avocado Glow clothing range and encourage visitors to post content with the hashtag #AlwaysGood, a reference to AFM’s freshness-focused brand positioning.

Diving Insight:

AFM walked away from the big game last year, breaking a six-year ad streak that helped propel its name to prominence. At the time, executives said the product marketing company, a subsidiary of Mexican trade group Hass Avocado Importers, would take a pause to reassess strategy, with plans to return in 2022. The pause also came with the COVID-19 virus raging and before vaccines were in place. widely available.

Now, AFM is returning to the sporting prominence with a 30-second in-game advertisement and a complementary multi-channel campaign that takes a more technologically advanced approach than it has been in years past. AFM’s efforts previously focused on in-store channels such as shopper marketing, but “House of Goodness” further highlights the potential of e-commerce that has become more important for food and grocery brands during the pandemic. The Brees-led interactive home experience features shoppable touchpoints powered by advertising technology partner MikMak, which in turn works with LiveRamp to help AFM capture and analyze first-party data that will evaluate the most valuable shoppers.

The updated big game strategy comes after AFM switched its marketing leadership last year. In July, she promoted Ivonne Kinser to Vice President of Marketing and Innovation, with a full overview of the Marketing department, and appointed Anna Ambrosi as Director of Corporate Communications, Crisis and Public Relations. Kinser has a background in e-commerce and digital marketing.

“We are heading into this big game with a more modern vision of marketing aimed at integrating our efforts in branding and performance into a new approach we have defined as ‘Brandformance’ – taking our innovation to the next level in both areas: branding and marketing-driven sales,” Kinser said at Press release about the latest campaign.

AFM is also taking advantage of the return of personalized channels to attract fashion-conscious consumers through the “Store of Goodness” pop-up. The clothing collection draws inspiration from the brand’s color scheme, a yellow-green hue meant to evoke the interior of a perfectly ripe avocado.

More food and beverage marketers are investing in virtual spaces to the detriment of consumers who may not be comfortable with large crowds, and as the industry in general prepares for metaverses. Last fall General Mills created a “homegate” platform in which college football fans were exploring a virtual home in a manner similar to the AFM concept. The online portal carried Gameday recipes, videos, and contests, along with the ability to purchase General Mills brands like Totino’s, Old El Paso, and Honey Nut Cheerios. It was developed with the e-commerce company Obsess.

About the author

Publishing Team