Avocados From Mexico returns to the Super Bowl

Avocados From Mexico returns to the gridiron again with its fifth Super Bowl ad, a 30-second commercial with an “Always Worth It” theme.

The game, on Feb. 3, has been a highlight of AFM’s annual campaign in recent years, with using humor to remind consumers of Mexico’s avocados on store shelves.

A growers strike, which threatened supplies of Mexican avocados in the U.S., was resolved Nov. 13.

“Avocados From Mexico is proud to again be able to tell our story on the single greatest avocado consumption day of the year,” Alvaro Luque, president of Avocados From Mexico, said in a news release.  “We are very proud of the success we’ve had in previous years. We feel the past four years have led up to this point, with the fact that Avocados From Mexico are healthy, delicious, always in season and, of course, Always Worth It.”

The group said past Super Bowl ads have focused on versatility, health benefits and seasonality of the Mexican fruit, and this year’s message builds on those past messages.

“Consumer storytelling is constantly evolving, which is how Avocados From Mexico is arriving at a place where they can tell a comprehensive story about the brand, with the previous years leading up to this one,” according to the newsletter.

AFM plans its biggest campaign to date in connection with the television ad, using digital, shopper marketing and foodservice angles.

“We have some very exciting things in store for the campaign this year, a complete (360-degree approach) that will execute from all aspects from our collective team, going bigger than we ever have for the big game,” Kevin Hamilton, senior director of marketing at Avocados From Mexico, said in the release. “We look at it as a build on the story that’s been four years in the making. This year’s theme is the needle that threads all our past campaigns.”

Here are the past Avocados From Mexico Super Bowl ads:

2018 — “Guac World” challenged snackers to think outside the bowl, showcasing the fruit’s versatility. The ad was the top hashtagged advertiser, and won the food category in the Twitter Bowl.

2017 — “Avo Secrets” emphasized the fruit’s good fat.

2016 — “Bounty of Earth,” set in an interplanetary museum, focused on Mexican avocados as “Always in Season.”

2015 — “Draft Day” depicts Mexico as the origin of the avocado in a draft-style forum.