Avocados From Mexico: A marketing powerhouse
A pioneering initiative that set its sights on the grandest stage of American advertising: the Super Bowl.
From a history marked by import bans to a flourishing billion-dollar industry, Avocados From Mexico has not only elevated the avocado's status, they have shown that with the right strategy, even a fruit can become a marketing sensation.
Avocado industry and advertising
Álvaro Luque proposed advertising Avocados From Mexico in the Super Bowl in 2014.
And they debuted as a Super Bowl advertiser in 2015.
The organization has garnered more than a billion media impressions during the Super Bowl.
Their advertisements have appeared in the Super Bowl for eight consecutive years.
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History of avocado trade
In 1914, the United States banned the import of Mexican avocados.
The ban on Mexican avocado imports continued with restrictions until 1994.
In 2001, the import of Hass avocados from Michoacán was allowed in over 30 US states.
Formation of Avocados From Mexico
Avocados From Mexico was created to promote Mexican avocado consumption in the United States.
The organization has an annual marketing budget of around $70 million.
Marketing collaborations
Avocados From Mexico collaborates with chains such as Walmart, H-E-B, Chili's, and Chipotle.
Avo-Eats is a project of food stands with an emphasis on avocados as an ingredient, installed in stadiums.
Growth of Mexican avocado exports
The value of Mexican avocado exports exceeded $3.3 billion in the past year.
Avocado has become more valuable over time, despite its growth in volume.
Avocados From Mexico still sees significant growth potential in the US market.
Consumer adoption and usage
Although avocados have grown in popularity, they are still used in only 2% of tacos sold in the United States.
Unique advertising opportunity
The Super Bowl provides a unique opportunity to capture consumer attention due to its appeal for viewing advertisements.
