DALLAS – Building on the momentum generated last February, when it became the first fresh produce brand to broadcast an ad during the most-watched television program in the United States, Avocados From Mexico (AFM) is following up with another multi-dimensional campaign for the 2016 Big Game, airing on Sunday, February 7, 2016 on CBS.[i]
The number-one selling avocado in the U.S. with more than 75 percent of the market, AFM plans to debut this years' experience[ii] during the first break of the game. Last year's AFM Big Game campaign, "First Draft Ever," also created by GSD&M, included a TV spot, teaser and social media war room during the game, boosting attention with collaborative support from PR, social and digital media. AFM avocado consumption grew 35% in the 2014-2015 fiscal year, and the airing of "First Draft Ever" was a key element contributing to the growth percentage. The humorous spot which depicted Mexico's choice of the avocado during a pre-historic, football-styled "draft" of plants and animals, earned widespread acclaim and consumer engagement, which set the brand up for success and increased demand in the month of February, historically a slower month for avocado consumption.
Because of their ability to successfully bring brands to life on a big stage, Austin-based advertising agency GSD&M was chosen once again for creative strategy and production of the Big Game multi-dimensional campaign for Avocados From Mexico. As it did for 2015, Havas Media will be handling the buying and execution of the Big Game spot, along with supporting CBS properties to surround its debut.
"Last year's groundbreaking Big Game experience was an overwhelming success, as it showcased the origin of the number-one selling avocado in the U.S., taking brand awareness of Avocados From Mexico to the next level," said Alvaro Luque, president of Avocados From Mexico. "This year, we are excited to further build on that momentum with another integrated creative and media campaign that continues to bring home the importance of origin, and the delicious, creamy taste and year-round availability of this authentic Mexican fruit."
Avocados From Mexico are in season, available and fresh all-year round, even during the peak of winter as fans across the country gear up for football playoffs and the Big Game. This year, to support and further amplify the ad's reach, Avocados From Mexico plans to simultaneously launch an integrated campaign to further engage consumers by reinforcing the fruit's Mexican origin and year-round availability.
In February 2015, AFM's Big Game campaign was seen by more than 114 million U.S. viewers[iii], and – coupled with social media and PR support – generated more than 1.6 billion earned and paid media impressions in one week. Engagement for all social media platforms was up 5,400 percent and #FirstDraftEver trended in 27 cities nationwide.
"Last year, our Big Game ad and social media support helped fuel the growth of Avocados From Mexico to new heights, and we're confident this year will do the same," noted Luque. "More Americans than ever are embracing the many nutritional benefits of this "superfruit," making this an ideal time to educate consumers that you can buy fresh Mexican avocados 365 days of the year.".
AFM's participation in the multi-dimensional Big Game experience coincides with the commencement of a new marketing campaign "Always There." The campaign will highlight they year-round availability of Mexican-grown avocados and further showcase taste, nutritional benefits and recipe versatility.
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.
[i] http://money.cnn.com/2015/02/02/media/super-bowl-ratings/
[ii] http://www.hassavocadoboard.com/
[iii] http://money.cnn.com/2015/02/02/media/super-bowl-ratings/
Source: Avocados From Mexico
