Avocados From Mexico has become an unlikely marketing hero. After first capturing our attention during the Super Bowl with its parody shopping network featuring real promotional products, the brand has been killing it with clever promo campaigns that dwarf companies known for much more than just fruit. (That’s right, avocados are fruit.)
For this year’s big game, AFM is creating a multichannel campaign that allows fans to experience avocados and the brand like never before.
The first part of it is a virtual “House of Goodness,” where people can “tour” a home (guided by NFL legend Drew Brees) and purchase avocados in real life from “touchpoints” within the virtual enviroment.
Avocados from Mexico sat out the Super Bowl last year to reinvent itself. Now, it's heralding a return to the big game with a virtual interactive experience that signals a higher premium on e-commerce and first-party data. Enter the "House of Goodness": https://t.co/9vI1C52ptY
— Peter Adams (@PatchAdams03) January 11, 2022
In the real world, AFM is creating the “Store of Goodness” at vintage clothing shop Funny Pretty Nice in New York City in February. There, shoppers will be able to grab items from the company’s Avocado Glow apparel collection, and post pictures on social media using the special #AlwaysGood hashtag. (It’s always smart to encourage sharing on social media whenever you can.)
The multichannel campaign is designed to deliver valuable first-party marketing data for AFM. Via a press release announcing the campaign:
AFM is building 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, analyze 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.
“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,” Ivonne Kinser, vice president of marketing for AFM, said according to Marketing Dive.
By now, just about every brand needs some sort of e-commerce presence. Avocados From Mexico is, on the surface, a pretty limited brand. It sells avocados—that’s it! But, it’s become so much more than that through creative campaigns like this one. It becomes the synonymous brand associated with avocados. You recognize the brand in the store from the memorable marketing campaigns, and you choose AFM avocados over another brand.
It’s an ambitious marketing effort. But, with it, Avocados From Mexico is establishing itself among the elite of Dole and Chiquita.
