Avocados from Mexico will return to the Super Bowl next year with a 30-second TV spot, the company confirmed in a press release. This marks the eighth time the marketer has run a commercial around the big game in the past decade.
The latest effort is supported by a 360-degree marketing campaign, including digital activations scheduled to go live in the weeks ahead of the sporting event. Messaging will focus on “good times and good taste,” the company said in the release, a mantra embodied in a #MakeItBetter hashtag.
“The Big Game is very special to us as it celebrates the largest consumption period of avocados during the year,” said Alvaro Luque, Avocados from Mexico’s CEO and president, in a press statement. The executive cited internal research that its business is responsible for 95% of avocado sales around Super Bowl weekend, when people frequently stock up for watch parties.
Like in past years, Avocados from Mexico is tying the latest Super Bowl push into a shopper-marketing initiative. The brand in October unveiled a program featuring NFL icon Deion Sanders and TV and film producer Tracey Edmonds, his fiancée. In-store displays rolling out in January include scannable QR codes that let people vote on dueling recipes provided by the couple for the chance to win prizes.
Founded in 2013, Avocados from Mexico regularly ramps up promotions around the pro football championship and proudly touts that it was the first produce brand to advertise during the big game. Its six-year Super Bowl streak was broken in 2021 as pandemic considerations pushed many businesses to reevaluate their media strategies. Avocados from Mexico returned to the destination viewing event last February with an ancient Rome-themed ad starring TV personality Andy Richter.
Avocados from Mexico’s announcement joins a steady trickle of brands revealing plans for Super Bowl LVII, which is scheduled to take place Feb. 13. Molson Coors, DraftKings and Rakuten are among some of the other companies confirmed to be running commercials.
Fox will nationally broadcast the game and is reportedly commanding over $7 million for a 30-second spot, a new record. The high price tag comes during a period of inflation that’s led many marketers to scale back their media budgets. Network executives said airtime was nearly sold out as of September, according to Bloomberg.
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