Avocados From Mexico Reveals New Super Bowl-Focused Digital Experience; Alvaro Luque and Ivonne Kinser Detail
DALLAS, TX - With the Big Game not far away, guacamole and other delicious, avocado-based snacks are readying to take the stage—during half-time and beyond. Elevating the category, Avocados From Mexico (AFM) has launched a new digital campaign and announced a new partnership with e-commerce acceleration platform MikMak.
“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,” Alvaro Luque, President and Chief Executive Officer of AFM, said in a statement to AdWeek. “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.”
The innovative new experience, titled House of Goodness, is hosted by former NFL quarterback Drew Brees. Giving consumers an inside look at the world of avocados, the virtual campaign features several unique interactions, including taking a selfie with Brees, watching the brand’s Big Game TV spot, discovering new guacamole recipes, and purchasing avocados directly from the platform.
In addition, the avocado brand has also released a one-minute spot featuring Brees, providing in-store QR codes that redirect shoppers directly to the brand’s website.
“This past year, the industry went through one of the fastest transformations that we have seen in decades,” Ivonne Kinser, Vice President of Marketing and Innovation, told the source. “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.”
The unique digital campaign will run across key social platforms, and a physical extension of the digital “House of Goodness” will also be available to consumers in New York, who will be able to visit a limited time pop-up “Store of Goodness” from February 8–13.
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