Avocados From Mexico (AFM) has announced its return to the Super Bowl with the roll out of a brand-new multichannel marketing campaign in the run up to the Big Gam, culminating in a 30-second TV advert during the final on 13 February.
Actions include the House of Goodness, where consumers can take a virtual tour of an avocado-themed home hosted by NFL star Drew Brees; in-store QR codes that drive directly to the brand's website and a new partnership with eCommerce Acceleration platform MikMak.
During the weeks leading up to the Big Game weekend, AFM is responsible for approximately 95 per cent of avocado sales in the US.
"We've built the AFM brand on a foundation of innovation – now, we're back in the Big Game with not only an ad but another innovative, fully integrated campaign," said Alvaro Luque, AFM’s president and CEO.
"We're leading into the future by combining best-in-class brand building with data- and technology-enabled shopper and digital strategies that will make the 2022 Big Game campaign the most effective we've had to date."
Immersive and shoppable digital experience
The brand is deploying a robust multichannel digital campaign designed to drive brand awareness and engagement across all key social platforms, while also increasing purchase intent and placing avocados on the digital shelves of 40 retailers.
At the centre of AFM's digital activation is the House of Goodness. Hosted by former New Orleans star quarterback and football legend, Drew Brees, the House of Goodness will give visitors a first-hand look into the "always good" world of avocados.
The virtual home features several spaces and unique experiences that consumers can navigate through, including taking a selfie with Drew Brees, watching the brand's Big Game TV spot, discovering new guacamole recipes, and purchasing avocados directly at the many shoppable touchpoints across the experience.
House of Goodness visitors can also enter a sweepstakes for a chance to win their very own "House of Goodness" with a US$100,000 Smart Home Makeover.
"This past year, the industry went through one of the fastest transformations that we have seen in decades. Meanwhile, we as a brand have gone through our own accelerated growing curve, fuelled by an optimised marketing team, a revamped data strategy, and a whole new level of integration across platforms, teams, and technologies," said Ivonne Kinser, vice president, marketing and innovation for the brand.
"We're headed into this Big Game with a more modern view of marketing that aims to fuse our branding and performance efforts into a novel approach that we have defined as 'Brandformance' – taking our innovation to the next level in both territories: branding and marketing-driven sales."
As a physical extension of the digital House of Goodness, consumers in New York will have the opportunity to visit a limited time pop-up "Store of Goodness" in SoHo from 8-13 February.
“Through the entire omni-channel experience, AFM is strengthening it Always Good positioning – an unparalleled combination of good taste, good for you and good times,” AFM said.
Technology Enabled Innovation
AFM said it plans to build on its proven brand awareness, shopper and e-commerce tactics through a new partnership with MikMak to make every single digital and social ad shoppable, giving avocado buyers the power to purchase wherever they interact with the brand's Big Game campaign.
Through a strategic partnership with LiveRamp, the leading data connectivity platform, MikMak will enable the produce brand to both better understand its online shoppers and acquire, analyse and enrich its first-party data with a 360 view of the most valuable shoppers. These added capabilities will enable AFM to continue to build brand recognition while driving sales from branded assets. A true first in the category and innovative in the Big Game space.
"As consumers continue to buy more of their groceries online, Avocados From Mexico is leading the way by ensuring all digital and social media channels are shoppable with MikMak," said Rachel Tipograph, founder and CEO at MikMak.
"Not only will consumers have a frictionless shopping experience, Avocados From Mexico will get to learn who these consumers are and what else they put in their carts with MikMak."