How Avocados From Mexico Changed Produce Marketing

The Brand is Celebrating its 10th Anniversary

By Ryan Slattery

Two years after Avocados From Mexico formed to market the creamy green fruit to Americans, the new brand  burst on the scene in a big way–with a Super Bowl advertisement. It was the first produce commercial to ever air during the game. 

In 2015, Avocados From Mexico introduced itself with a comedic spot titled “First Draft Ever.” It featured ex-NFL players Jerry Rice, Doug Flutie, and a caveman, as commentators to a prehistoric selection process which had each country selecting a single item. Australia, for example, picks the kangaroo. Brazil takes the sloth and Rice criticizes its “off-the-field issues.” 

Mexico obviously chooses the avocado and Flutie praises the pick, “That makes a ton of sense. Rich volcanic soil. That will make Avocados From Mexico the ideal year-round snack.” A voice-over then concludes, “Grown with love from the beginning of time.” 

We’ve been seeing their funny Super Bowl ads and hearing that catchy jingle every year since. 

The move paid off. Executives say in the weeks leading up to the NFL Championship game, Avocados From Mexico  is responsible for approximately 95% of avocado sales in the United States, importing 250 million pounds during that time frame.

“Our results have been fantastic, and our Big Game ad campaigns have driven brand awareness and visibility over the years, generating more than 55 billion impressions for the brand,” says Alvaro Luque, President and CEO of Avocados From Mexico. “In 2015, we became the first-ever produce brand to advertise during the Big Game. This was a strategic move for us to highlight the synergies between football, football watch parties, and guacamole. Over the next eight years, we continued to tell a strong story: we are always in season, always versatile, always fun and delicious, and always good.” 

The brand was founded in 2013 as a collaboration between the Mexican Hass Avocado Importers Association (MHAIA) and the Association of Avocado Exporting Producers and Packers of Mexico (APEAM) with the dual purpose of driving demand and building a brand for Mexican avocados.

Now, as Avocados From Mexico celebrates its 10th anniversary, it’s an established, trusted brand with name recognition and a penchant for humorous advertising. Because the avocados are grown year-round in Michoacán, they’re able to market the product throughout the year and for top consumption occasions like Cinco de Mayo. 

“We’ve reinvented produce marketing in the U.S. and have essentially built a brand in a brandless category,” Luque says. “In ten years, we’ve doubled the market of Mexican avocado imports in the U.S. and tripled brand preference. We’ve also seen twenty-percent growth in foodservice market share, and a seven-percent increase in menu penetration across foodservice.”

In October, to celebrate their impacts on the avocado industry, they cut the ribbon on a brand new AvoLab, just outside Dallas. This is a place they describe as a culinary playground where professionals can create, innovate and develop menu items featuring avocados. The lab has a cocina to host innovation sessions and shoot new recipe content; chef stations for demoing recipes and sharing education techniques; and a mixology lounge that can be used for culinary mixology classes, after-hours events or as a meeting space.

“Friends from every corner of the industry came to celebrate with us and taste some new avo-inspired dishes,” Luque recalls.   

What comes out of AvoLab? Just about everything. How about a blended avocado margarita. Luque claims it’s a pleasant drink with a smooth, creamy texture. 

“It’s just one of the new and innovative ways that people can use avocados that they may not have thought of before,” he says. 

In addition to AvoLab, they created AvoEatery, the first polished-casual pop-up avocado restaurant in Dallas, and AvoEats–the first sports concession avocado concept. The brand recently teamed with the L.A. Galaxy to open their fresh avocado concessions inside the team’s stadium. Luque says they worked with Levy Restaurants and Executive Chef Matthew Lindblom to create the avocado-infused menu. Fans can enjoy an elote cone, carne asada pizza, nacho quesadilla, and chips with salsa and avocados.

Avocados From Mexico’s success story is one to envy. In the 10 years since its inception, the brand’s marketing efforts have increased to record levels with 8 out of every 10 avocados in the U.S. now originating in Mexico. This year, Avocados From Mexico will import nearly 2.5 billion pounds of avocados.


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Did you know that 250 million pounds of avocados are consumed during the four weeks leading up to the Super Bowl? That’s enough to cover a football field with more than 75 feet of guacamole.