Forget reading tea leaves. Avocados From Mexico hopes football fans will look to a bowl of guac for some lighthearted visions of football future — and the Guac Guru will guide them.
On Oct. 15, AFM revealed comedian Rob Riggle as the Guac Guru. This playful push is part of the group’s 2026 Big Game shopper campaign that will run Jan. 19 to Feb. 8. The company calls the Guac Guru “the all-knowing expert ready to prove how guac and football are so predictably good” as well as a way to inject some humor into the 2026 Big Game campaign.
AFM has partnered with various celebrities in past years for its Super Bowl-focused marketing campaigns. This year, however, the company wanted to take “a little different spin” on its usual celebrity partnership, said Stephanie Bazan, AFM’s senior vice president of commercial strategy and execution, at a promotion preview event held in early September.
“We’re going to have a big focus around using guac to make predictions on football,” she said. “We’re trying to use different celebrities to help us amplify the fun factor and really bring something a little bit different to the football time period.”
Riggle is an actor and comedian with past roles including being an early correspondent on “The Daily Show,” a cast member on “Saturday Night Live,” as well as a comedic football prognosticator on “Fox NFL Sunday.” Bazan said “he was destined to be on our guac crew” at the September event.
“It’s simple — there’s no game day without guac,” said Riggle in a prepared statement. “That’s why I’m so pumped to team up with Avocados From Mexico as The Guac Guru. If you find yourself like me every year, trying to predict just how much to make for your crew before your Big Game party, remember this: There’s no such thing as too much guac.”
In addition to the Guac Guru, AFM is offering a couple other promotions as part of its Big Game campaign. These include on-bag incentive offers for shoppers as well as a sweepstakes.
According to AFM, themed bags of avocados during the promotion will include QR codes that will link shoppers to a $1.50 cash-back offer through Venmo or PayPal. Additionally, 10 consumers who engage with on-display QR codes in participating stores will win a year’s worth of avocados.
Bazan, in a prepared statement, calls guacamole “a Big Game essential.”
“Pair Rob Riggle’s larger-than-life energy with our fresh avocados, and you’ve got a game-winning combo that guarantees avocados will be the real champs at every watch party this season,” she says.
