Avocados From Mexico, College Football Playoff partnership returns

With the arrival of football season, Avocados From Mexico says it is again partnering with the College Football Playoff as the official avocado brand of the CFP. Its “Always a Good Play” campaign promotions include in-store programs, consumer savings, thematic packaging and digital engagement.

Avocados From Mexico said more than a third of football fans say guacamole is their favorite snack, based on data from a Quantilope research study. The organization said avocados also help boost basket size during football season by an average of $41.11, citing data from a Numerator Basket Analysis Report.

“Football and guacamole go hand-in-hand, and this year the CFP is anticipated to have even more viewers and occasions to enjoy fresh Avocados From Mexico,” Stephanie Bazan, Avocados From Mexico’s senior vice president of commercial strategy and execution, said in a news release. “That’s what makes this partnership such a perfect fit. Being the official avocado brand of such a beloved event allows us to reach football fans across the country and remind them to shop for fresh avocados to prepare their game-day recipes, whether they’re tailgating or watching at home. We’re incredibly proud that Mexico is the leader in avocado imports from October through December, allowing us to provide a steady supply to meet demand, even beyond the College Football Playoff.”

Avocados From Mexico said its planned retail activations include:

• Incentives and giveaways — Shoppers have a chance to win free avocados and an all-expense-paid trip to the 2025 College Football Playoff National Championship Game in Atlanta on Jan. 20, 2025. Shoppers can enter to win with every purchase from the themed bins found in stores.
• New, thematic packaging — Bright, themed bins will attract shoppers’ attention. Avocados From Mexico said providing consumers with larger bags and bins will encourage the concept of bulk purchasing, as 80% of the avocado business is based on bulk purchasing.
• Big shopper savings — When shoppers buy a bag of Avocados From Mexico, they can receive an instant $1.50 cash back by uploading a photo of their receipts via the QR code on in-store displays. Avocados From Mexico will also offer consumers a national repeat purchase offer, where fans can get free avocados when they shop for avocados frequently, the release said.
• Digital toolkit for stores — Complete with logos, high-resolution assets, social posts and more, Avocados From Mexico said this toolkit will provide retailers with everything they need to reach consumers online.

Avocados From Mexico said its “Always a Good Play” campaign will come to life with its first school-specific sponsorship with University of Georgia Athletics, secured through Learfield’s Sports Marketing. The brand said it also expanded its Disney college football partnership as the presenting sponsor of the ESPN noon halftime show and the presenting sponsor of a new pregame show on the SEC Network, “SEC Now Live From.”

“As the first produce brand to advertise in both the Big Game and the College Football Playoff, we are proud to have built such close ties to the game of football,” said Alvaro Luque, Avocados From Mexico president and CEO. “It’s a sport that brings people together — and there’s no better feeling than rooting for your favorite team over a freshly-prepared bowl of guacamole. We know that our brand plays a big role in making football season extra special and aim to continuously find innovative ways to show shoppers how they can make their game day one to remember.”