Guacamole is basically the unofficial currency of the Super Bowl. You know it, I know it, and the folks at Avocados from Mexico (AFM) certainly know it. It’s wild to think that a produce item—literally a fruit grown on a tree—has a marketing budget that rivals multi-billion dollar tech giants and beer conglomerates. But here we are. Every February, we wait for that jingle. You can hear it in your head right now, can’t you? That catchy, upbeat "Avocados from Mexico" hook that has somehow embedded itself into our collective consciousness.
It’s not just a commercial. It’s a masterclass in how to brand something that is essentially a commodity.
Most people don’t realize that Avocados from Mexico isn’t a single company. It’s a non-profit marketing organization. Specifically, it’s a collaboration between the Mexican Association of Avocado Exporting Producers and Packers (APEAM) and the Association of Avocado Importing Distributors in the U.S. (MHAIA). They aren't selling a specific brand of avocado; they are selling the origin. They want you to look at that little sticker in the grocery store and feel a sense of reliability.
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The Weird History of the Big Game Spots
Before 2015, produce didn't really do Super Bowl ads. It was too expensive. It felt risky. Why spend $5 million on thirty seconds of airtime when you're selling something that retails for two bucks? But AFM took the plunge. Their first big outing, "First Draft Ever," featured Jerry Rice and Doug Flutie. It was quirky. It imagined a world where different countries "drafted" plants and animals. Mexico picked the avocado.
People loved it.
Since then, they’ve leaned hard into the absurd. We’ve seen everything from a secret society of Illuminati-style elites worrying about the "good fats" to Anna Faris in a Garden of Eden reimagining. They aren't trying to be high-brow. Honestly, they’re trying to be the fun guest at the party who brought the best snack.
Why This Strategy Breaks the Rules of Business
Usually, commodity marketing is boring. Think "Got Milk?" or "Beef: It’s What’s for Dinner." Those campaigns were huge, sure, but they were often broad and a bit stiff. The Avocados from Mexico ad strategy is different because it focuses on personality over utility. They don't just tell you that avocados have monounsaturated fats. They make a joke about it.
They use celebrities not just for "clout," but for comedic timing.
Take the 2023 "Make It Better" campaign with Anna Faris. The ad suggests that the world would be a much more relaxed, naked, and peaceful place if everyone just had access to avocados. It’s ridiculous. But it sticks. According to data from Brandwatch, AFM frequently dominates social media mentions during the Super Bowl, often outperforming brands like Pepsi or Budweiser in terms of "share of voice." They aren't just buying an ad; they are starting a conversation.
The Digital Tail is Longer Than the Ad
The 30-second spot is just the tip of the iceberg. AFM is notorious for their "always-on" digital strategy. In 2022, they launched an "Avocado House" in the metaverse. They’ve experimented with shoppable QR codes. They’ve even used data science to track how their ads correlate with real-time sales at retailers like Walmart and Kroger.
It's a full-court press.
- They target the "Big Game" shoppers weeks in advance with recipe ideas.
- They use a "second screen" strategy where their Twitter (X) account interacts with fans in real-time during the game.
- They follow up with "post-game" content to keep the momentum going through Cinco de Mayo.
The Controversy You Might Not Know About
It hasn't all been smooth sailing and chips. In 2022, right before the Super Bowl, the U.S. government actually suspended avocado imports from Michoacán due to a security threat against a U.S. plant safety inspector. It was a massive crisis. The ad was already paid for. The inventory was in jeopardy.
Luckily for AFM, the suspension was lifted after about a week, but it highlighted a massive vulnerability. This isn't just about funny commercials; it's about a complex international supply chain. About 80% of the avocados consumed in the U.S. come from Mexico. When you see that Avocados from Mexico ad, you're looking at the face of a multi-billion dollar trade relationship.
Is the Humor Getting Old?
Some critics say the ads are becoming a bit formulaic. Every year, it’s a new celebrity, a new wacky scenario, and the same jingle. But from a marketing psychology perspective, that’s exactly the point. Consistency builds trust. You see the avocado, you hear the song, you think of guacamole, and you head to the store.
It works.
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Real Data: Does it Actually Sell Fruit?
Let’s talk numbers. According to the Hass Avocado Board, avocado consumption in the U.S. has skyrocketed over the last two decades. In the early 2000s, the average American ate about two pounds of avocados per year. Now? It’s closer to nine pounds.
While the "wellness" trend and the rise of "Avocado Toast" played a huge role, AFM’s aggressive marketing ensured that when people thought of avocados, they thought of the ones from Mexico specifically. They successfully differentiated their product from domestic California avocados or imports from Peru and Chile.
They created a "brand" where one didn't exist.
What Marketers Can Learn from the Green Gold
If you’re running a business, there’s a lot to pull from this. First: don’t be afraid to be weird. If a fruit can have a personality, your software or your clothing line definitely can. Second: timing is everything. AFM owns the Super Bowl because that’s when people are already eating their product. They aren't trying to change behavior; they are reinforcing it.
Third: the jingle is a superpower. In an era of "skip ad" buttons, a three-second sonic logo is more valuable than a two-minute manifesto.
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Practical Steps for Your Brand
If you want to emulate the success of the Avocados from Mexico ad philosophy, stop trying to be "professional" and start being "memorable."
- Audit your "sonic brand." Do you have a sound or a catchphrase that people associate with you? If not, get one.
- Focus on the "Why Now?" AFM wins because they tie their product to a specific event. Find the "Super Bowl" of your industry and own it.
- Don't ignore the middleman. AFM doesn't sell to you; they help grocery stores sell to you. Look at how you can support your partners or distributors to make their lives easier.
- Lean into the absurdity. If your product is "boring," find a way to make fun of that boredom. Self-awareness is a magnet for modern consumers.
The reality is that we're going to keep seeing these ads because they are one of the few examples of "traditional" advertising that still feels relevant in a digital-first world. They’ve turned a bumpy, green fruit into a cultural icon. Next time you’re at a party and someone starts humming that tune, just remember: that’s the sound of a perfectly executed $100 million marketing machine. It’s brilliant. It’s silly. And it’s why your grocery bill is $15 higher every time you want to make a bowl of dip.
Keep an eye on the upcoming game. Whether they go with a high-budget sci-fi parody or a simple celebrity cameo, the core mission remains the same: make sure that when you think of a snack, you think of Mexico. They aren't just selling produce; they're selling an experience that starts with a jingle and ends with a chip.
Stay updated on their latest digital campaigns by following their social channels, as they often release "extended cuts" of their commercials that never make it to TV. These longer versions usually contain the best jokes and the most creative storytelling that the strict 30-second broadcast window just can't accommodate.