AFM and Takis recruit legendary soccer players as Official Guackeepers in latest shopper campaign

Avocados From Mexico (AFM) has teamed up with tortilla chip maker Takis for its latest football World Cup inspired marketing campaign.

AFM World Cup promotion

Landon Donova, left, and Rafael Márquez

They have recruited US international Landon Donovan and Rafael Márquez, former captain of the Mexican national team, as official “Guackeepers” during the international tournament, expected to be watched by nearly half of the world’s population.

This will be the first year in which the World Cup takes place in the autumn, a priority season for AFM and the brand has a majority share of the US avocado category in the October to December period.

“Because AFM bloom year-round in Michoacán and the region sends Hass avocados to the US 365 days a year, they are perfect to bring and enjoy at soccer match viewing parties this fall,” AFM said, adding that research showed that sales increase by 1.8 times when avocados and Takis are purchased together.

The new “Guackeepers Keep it Good” promotional programme includes in-store displays, consumer savings, digital engagement, and recipe ideas. Additionally, one shopper will have the chance to win a trip to see any professional soccer match in the US plus spending cash.

“What better way to celebrate soccer’s biggest event than with the good flavours of AFM and Takis snacks?” said Stephanie Bazan, vice president of shopper and trade marketing for AFM.

“”Our Guackeepers Keep it Good in-store merchandising strategy is designed to excite the soccer-obsessed and spark good times, elevating sales during this priority time period for our brand.”