Avocados From Mexico (AFM) teamed up with former NFL star Drew Brees for a ‘House Of Goodness’ multi-channel shoppable campaign and digital experience in the lead up to this year’s Big Game.
The Super Bowl marketing push, which leverages what has become the ‘biggest avocado occasion of the year’, sees the USA’s number one selling avocado brand roll out an integrated, multifaceted campaign designed to engage consumers and make avocados shoppable at every touchpoint around the NFL showpiece game.
Launched on 5 January, AFM’s 2022 Big Game initiative seeks to link brand awareness, engagement and sales during the weeks leading up to the Big Game via a ‘House of Goodness’ shoppable digital experience, advertising, social content and in-store QR codes that drive directly to the brand’s website, boosting purchase intent, placing avocados on the digital shelves of 40 retailers and a new partnership with eCommerce acceleration platform MikMak.
The marketing push was led by a hero ‘Big Game Welcome’ spot fronted by Breez.
At the core of AFM’s digital activation is the ‘House of Goodness’ which is hosted by former New Orleans Saints quarterback and football icon Drew Brees who invites visitors into the House of Goodness for a virtual look into the ‘always good world of avocados’.
This virtual home features spaces and experiences for consumers to navigate through: including taking a selfie with Brees, watching the brand’s Big Game TV ad, discovering new guacamole recipes and purchasing avocados directly at the many shoppable touchpoints across the experience. Plus, visitors can also enter a sweepstakes for a chance to win their very own ‘House of Goodness’ with a $100k Smart Home Makeover.
The partnership with MikMak makes every digital and social ad shoppable: giving avocado buyers the power to purchase wherever they interact with the brand’s Big Game campaign.
A physical extension of the House of Goodness comes in the form of a New York City limited time pop-up ‘Store of Goodness’ open on Super Bowl weekend from 8 to 13 February.
The pop-up (at Funny Pretty Nice at 64 MacDougal Street in SoHo) showcases the AFM ‘Avocado Glow’ apparel collection inspired by the brand’s new corporate yellow-and-green colour scheme and seeks 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.
“We’ve built the AFM brand on a foundation of innovation – now, we’re back in the Big Game with not only an ad but another innovative, fully integrated campaign,” said AFM CEO Alvaro Luque. “We’re leading into the future by combining best-in-class brand building with data- and technology-enabled shopper and digital strategies that will make the 2022 Big Game campaign the most effective we’ve had to date.”
“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,” added AFM Vice President, Marketing and Innovation Ivonne Kinser. “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.”
“As consumers continue to buy more of their groceries online, Avocados From Mexico is leading the way by ensuring all digital and social media channels are shoppable with MikMak,” explained MikMak CEO Rachel Tipograph. “Not only will consumers have a frictionless shopping experience, Avocados From Mexico will get to learn who these consumers are and what else they put in their carts with MikMak.”
Comment
Through this omni-channel experience, AFM AFM (a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association) seeks to strengthen its existing umbrella ‘Always Good’ positioning.
AFM, which accounts for around 95% of avocado sales in the USA, largely built its brand around digital innovation and the Super Bowl and early in January 2022 – after a six year break – announced that it will return as an official Big Game advertiser with a 30-second spot during this year’s game.
Leave a comment
You must be logged in to post a comment.