Avocados From Mexico’s (AFM) Big Game omnichannel campaign this year makes avocados shoppable across touchpoints and retailers during its most popular season.
The produce brand’s multifaceted campaign is designed to engage consumers and link brand awareness and sales “like never before,” according to a media release from the company. It includes a "House of Goodness" digital experience, a limited-time pop-up experience, in-store QR codes that direct to AFM's website, and a new partnership with e-commerce enabler platform MikMak. In addition, the campaign strengthens AFM's "Always Good" positioning and branding.
During the weeks leading up to the Big Game weekend, AFM is responsible for approximately 95% of avocado sales in the U.S., according to Hass Avocado Board’s volume data, which is whyAFM says it has built its brand around the football occasion. However, in November, AFM announced its return as a Big Game advertiser with a 30-second spot, after sitting on the sidelines in 2021, encouraging the brand to make this year’s campaign bigger than ever.
An Immersive, Shoppable Digital Experience
AFM’s multichannel digital campaign was created to drive brand awareness and engagement across all key social platforms, while also increasing purchase intent and placing avocados on the digital shelves of 40 retailers.
At the center of AFM's digital activation is the House of Goodness, a virtual home “hosted” by former National Football League star Drew Brees. The experience gives visitors a first-hand look into the world of avocados, featuring several spaces and unique experiences that consumers can navigate through, including taking a selfie with Brees, watching the brand's Big Game TV spot, discovering new guacamole recipes and purchasing avocados directly at the various shoppable touchpoints across the experience.
House of Goodness visitors can also enter a sweepstakes for a chance to win their own "House of Goodness" with a $100,000 smart home makeover plus “avocado swag.” To enter, consumers fill out the form within AFM’s website (accessible through the House of Goodness experience) from Jan. 4 through Feb. 13. Consumers can also enter via Twitter by retweeting any tweet from @avosfrommexico or composing a new tweet tagging the handle and including the hashtags #AlwaysGood and #Sweepstakes.
"This past year, the industry went through one of the fastest transformations that we have seen in decades. Meanwhile, we as a brand have gone through our own accelerated growing curve, fueled by an optimized marketing team, a revamped data strategy, and a whole new level of integration across platforms, teams and technologies," said Ivonne Kinser, vice president, marketing and innovation for the brand, in the release. "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 Physical Activation
Adding to the digital House of Goodness, consumers in New York will have the opportunity to visit a limited-time pop-up experience dubbed "Store of Goodness" from Feb. 8-13. Located in SoHo, the pop-up will debut AFM’s “Avocado Glow” apparel collection inspired by the brand's new color — a yellow-green gradient shade resembling a perfectly ripe avocado. The Store of Goodness aims to inspire influencers and store visitors to create their own Avocado Glow social media content using the hashtag #AlwaysGood for a chance to win exciting prizes.
Shoppable Media Activation
AFM has partnered with MikMak to make every digital and social ad shoppable throughout the campaign. In addition, through a strategic partnership with data connectivity platform LiveRamp, MikMak enables the produce brand to both better understand its online shoppers and acquire, analyze and enrich its first-party data with a 360-degree view of the most valuable shoppers. AFM hopes the added capabilities will amplify brand recognition while driving sales from branded assets.