Avocados From Mexico (AFM) is launching a campaign kickoff with sportscasters Troy Aikman and Erin Andrews to inspire shoppers to take their love of game-day guacamole to the next level. The brand’s first in-store celebrity shopper engagement program—Make the Big Game Your Bowl Game—is available to all grocery retailers and features free POS merchandising solutions starring Aikman and Andrews, as well as a QR code contest for AFM fans to have a chance to win $1 million and other cash prizes.
Retailers are encouraged to sign up by Nov. 13 to receive all of the free campaign collateral to bring the AFM program to their customers. Consumers connect directly to Aikman and Andrews when they scan the code on AFM Big Game displays. They are then taken on a digital journey to AFM’s Virtual Guac Bowl Stadium, where participants will be entered into the sweepstakes, receive a free autographed digital photo and personalized messages from Aikman and Andrews, and learn tips to make delicious guacamole recipes.
“I was thrilled to be approached by Avocados From Mexico for this partnership,” said Aikman, former quarterback for the Dallas Cowboys and veteran sports commentator, in a statement. “Few things go together better than football and guacamole, and I can’t wait to join my fellow fans in AFM’s virtual Guac Bowl Stadium ahead of the Big Game.”
“Guacamole is my go-to on game day. Avocados are healthy, and their one-of-a-kind taste can’t be beat. No Big Game viewing party is complete without Avocados From Mexico,” added Andrews in a release. “I’m delighted to bring my love of avocados to guac fans everywhere.”
A celebrity-led shopper marketing activation is the next phase in AFM’s brand promise to boost baskets and build excitement for guacamole ahead of the Super Bowl.
“The Avocados From Mexico brand has cemented its position as a Big Game mainstay, and we’re excited to evolve our shopper marketing strategy to reach consumers on the No. 1 avocado occasion of the year,” said Stephanie Bazan, VP of trade and market development for Avocados From Mexico.
With more than 2 billion avocados imported from Mexico every year, the Super Bowl remains the top usage occasion for fresh guacamole.