Avocados from Mexico shifts its game plan to college football, boosting media spend, digital ads, and health-driven campaigns beyond the Super Bowl.
A Strategic Pivot Beyond the Super Bowl
While Avocados from Mexico hasn’t aired a TV spot during the Super Bowl since 2023, the brand remains deeply invested in football—just not in the way you might expect. Instead of going all-in on one big moment, they’ve turned their focus to college football, which offers over 1,600 televised games per season.
As CEO Álvaro Luque shared on the Marketer’s Brief podcast, the brand sees massive potential in connecting with fans across a longer stretch of time: “We know there’s a strong association of guacamole and football... the opportunity to grow avocado consumption during college football season is huge.”
Investing Heavily in Fall Media Placements
Avocados from Mexico has been redirecting major media investments into October, November, and December, aligning with college football season. These months now represent one of the brand’s most important advertising windows.
This strategy shift reflects their desire to build sustained brand visibility instead of banking everything on one Super Bowl ad.
Turning Heads with the Iconic Jingle
The brand’s unforgettable “Avocados from Mexico” jingle continues to play a starring role in its college football ads. In one humorous spot, a coach benches a player—singing the news using the catchy tune.
This quirky, consistent branding tactic helps embed the brand into the culture of game day with humor and memorability.
Boosting Reach with Digital Radio
As part of their new approach, Avocados from Mexico has also ramped up spending on digital radio advertising, targeting listeners on platforms like Spotify and Amazon Music.
This tactic aims to capture consumers in their cars, kitchens, and tailgate parties—anywhere people are gearing up for game time with guacamole on their minds.
Leading with Heart-Healthy Messaging
Between the Super Bowl and Cinco de Mayo, the brand has launched campaigns emphasizing the health benefits of avocados.
Posts across social media now feature American Heart Association-certified recipes, helping reinforce the fruit’s nutritional value and versatility in everyday meals.
From One Big Moment to Year-Round Engagement
The overall takeaway? Avocados from Mexico has evolved from chasing one high-profile moment to building a year-round brand presence through smarter, diversified investments.
By embracing college football, digital radio, and health-focused storytelling, they’re staying top of mind with consumers—far beyond Super Bowl Sunday.
