US avocado brand Avocados from Mexico is set to become the first fresh produce brand to broadcast an ad during American football event the Big Game on Sunday 1 February.
The 30-second TV spot, which will remain under wraps until it debuts at the end of the first quarter of the game, will run alongside a social media drive to increase awareness that Avocados From Mexico are "always in season" and “pair perfectly” with football celebrations.
Alvaro Luque, president, Avocados From Mexico, said the Big Game is the "perfect" event to showcase the nutritional value and snacking options provided by Mexican-grown avocados.
“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, the brand will launch two marketing campaigns designed to further showcase the taste and nutritional benefits of Mexican-grown avocados. No Guac, No Game, will see actor and presenter Mario Lopez alongside wife Courtney share recipe ideas during national and local media interviews, social media chats and on Avocados From Mexico online properties.
Following the Big Game an in-store promotion, the Fanwich, will see the brand partner with Mission Foods to offer display materials, coupons and around $100,000 in display prizes.
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.