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Avocados from Mexico Shows Avos in Space Campaign During the Big GameAvocados from Mexico Shows Avos in Space Campaign During the Big Game
Avocados From Mexico (AFM) returned to advertising’s biggest night with another Big Game campaign.
Grocery Headquarters
January 1, 2018
2 Min Read
Avocados From Mexico (AFM) returned to advertising’s biggest night with another Big Game campaign. Based on data from Nielsen’s Super Bowl 360 Ad Effectiveness Scorecard, AFM’s “Avos In Space” spot exceeded Super Bowl advertising norms in several prominent categories including brand appeal, brand memorability and message linkage and likeability, according to AFM officials.
AFM’s campaign took viewers through a spaced out experience where aliens highlighted Earthly possessions that would amaze beings far and wide. These possessions, determined by the aliens themselves, showcased a number of pop-culture treasure troves, including the always in-season Avocados From Mexico.
Turns out aliens aren’t the only beings fascinated by AFM’s always in-season fruit – consumers are too, officials add. This is reinforced by the impressive accolades AFM racked up before, during and after the Big Game. Below are a few notable results, as described by AFM officials:
Maximized Exposure Prior to Kick Off. According to data science and media technology firm 4C, AFM earned the most free media exposure of any other Big Game advertiser leading up to the game, as its spot was rebroadcast more than 1,900 times across the country.
Solidified Status as a Digital MVP. Based on Merkle’s Digital Bowl Report, AFM was ranked as the No. 2 digital Super Bowl campaign, tying for first in paid search and finishing in the top ten in search engine optimization, display advertising, and social media.
Drove Significant Social Engagement. The AFM hashtag (#AvosInSpace) dominated social conversations, and according to Brandwatch, finished as the second most popular hashtag during the game. In terms of total online mentions, Avocados From Mexico was the third most mentioned advertiser, based on data from Salesforce.
Critics Give AFM a Touchdown. “Avos In Space” was voted a top ad by Fast Company and The Washington Post, and earned widespread acclaim from Adweek, AdAge, The Chicago Tribune and Forbes; while placing in the top 26 percent of the prominent USA Today AdMeter.
Breakthrough Retail and Foodservice Promotions. Success was also seen in AFM’s innovative retail promotions, Guac Nation and Fanwich, which helped drive historic volume, and collaborations with The Cheescake Factory, Chipotle Mexican Grill, Chili’s and Freebirds also contributed significant growth.
“This year, we really enjoyed pushing creative boundaries for the fresh produce category and going head to head with some of the biggest brands in the world,” says Alvaro Luque, president of Avocados From Mexico. “Our ultimate goal was to drive home the importance of origin, and year-round accessibility of this delicious, authentic Mexican fruit. Based on the unbelievable results, I believe we accomplished our goal.”
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