Avocados From Mexico wants America to treat their precious avocados like royalty with a little help from Molly Ringwald on Super Bowl Sunday.
The nonprofit trade group released its sixth consecutive Super Bowl ad, which stars the actress and ’80s icon in her first Super Bowl ad as an infomercial host who provides viewers with gifts to pamper their avocados.
The humorous 30-second spot, which will air during the second quarter, is titled “The Avocados From Mexico Shopping Network,” inspired by shopping networks like QVC. A teaser for the spot featured Ringwald prepping the avocado in a hair and makeup chair backstage before heading to set.
Ringwald and a co-host sell items meant to pamper and protect avocados, such as a track suit, a baby carrier, a car seat and a chip pool float. The brand also released an extended 60-second spot for online with more gift gags including a music box and a luxury yurt, all for avocados.
“When I first heard about this opportunity, not only was I excited because it’s my first Super Bowl ad, but I was thrilled to work with a brand that I am both familiar with and eat on a regular basis,” Ringwald said in a statement.
Agency of record Energy BBDO created Avocados From Mexico’s ad for the second time. The Chicago-based agency leads the creative strategy and production of the brand’s integrated Super Bowl campaign that revolves around the tagline “Always worth it.” The campaign theme is also inspired by a December 2019 poll conducted by OnePoll for the brand, which found that 48% of Americans have judged a Super Bowl party host for not having guacamole.
Kevin Hamilton, head of brand marketing, PR and strategy, Avocados From Mexico, said the Super Bowl ad and campaign celebrates America’s avocado obsession and builds on the creative strategy of its previous Big Game ads, which focused on engaging avocado lovers and gaining new fans with lighthearted spots about the versatility, seasonality or nutritional benefits of the fruit.
“We’ve created a campaign under the guise of ‘Always Worth It’ to drive home the message consumers are telling us through continued increased consumption of the product and interaction with the brand,” Hamilton said. “For the Super Bowl, we want to creatively hold up a mirror to consumers and say: ‘This is a reflection of what you’re saying Avocados From Mexico means to you.’”
Havas Media managed the media buy and execution of the spot, Padilla conducted PR for the first time and Richards Lerma is leading social media and digital strategy.
The brand worked with Richards Lerma to launch the #AvoNetwork, a digital extension of the campaign that puts digital assets on blockchain. Through Feb. 2, users can participate in the digital experience by retweeting the brand’s campaign tweets and tweeting their love for the brand with the hashtag for chances to win a tiara worth $2,745 (winners can cash out the prize if they prefer).
Participants can also create a digital wallet on the brand’s custom Super Bowl website, where they can enter to win more than $30,000 worth of prizes by collecting digital media objects called Vatoms. The objects were created in partnership with Reeve Collins, co-founder of technology platform Vatom Labs. Avocados From Mexico notifies participants daily when a new Vatom is released and how to earn it; users can collect the objects to add to their wallets by performing certain actions online, such as sharing Avocados From Mexico news or following the brand’s social channels.
“When we conceptualize our digital campaigns, we don’t look to the present. We look to the future to incorporate those breakthrough technologies that are likely to reshape marketing as we know it,” said Ivonne Kinser, head of digital marketing, Avocados From Mexico. “We are constantly researching for new and innovative marketing strategies to help push our industry forward.”
The brand’s avocados will also be available in a Super Bowl stadium for the first time. In September 2019, the brand opened its second in-stadium concession stand, Tacos Por Favor (styled “fAVOr”) at Hard Rock Stadium in Miami Gardens, Fla. Avocados From Mexico worked with stadium food-service operator Centerplate to open the stand, part of the brand’s ongoing concessions program it hopes to bring to other arenas in the U.S.
The ad follows the brand’s 2019 spot starring Kristin Chenoweth as part of an unusual dog show where humans competed for guacamole. The 2018 spot revolved around a paradise with unlimited avocados, with chaos breaking out over no chips. Since its first ad in 2015, the brand estimates it has garnered 27 billion impressions around the Super Bowl.
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