Mexico lawyers merge branding and performance marketing for Super Bowl comeback

Mexico lawyers merge branding and performance marketing for Super Bowl comeback

Dive brief:

  • Avocados of Mexico (AFM) is rolling out a cross-channel campaign for its return to the Super Bowl next month that will see avocados placed on digital shelves at 40 retailers, according to a press release.
  • The fresh food distributor has created a virtual “House of Goodness” experience where consumers can visit a home hosted by NFL star Drew Brees. Interactive digs allow visitors to take a selfie with Brees; see the big game spot and AFM recipes; participate in a raffle for a real smart home renovation valued at $ 100,000; and buy avocados directly from multiple touchpoints powered by MikMak technology.
  • A “Store of Goodness” brings the push into the real world, with AFM taking over the Funny Pretty Nice vintage clothing store in New York’s SoHo neighborhood from February 8-13. The space will sell a collection of AFM Avocado Glow apparel and encourage visitors to post content using the hashtag #AlwaysGood, a reference to AFM’s brand positioning focused on freshness.

Dive overview:

The AFM missed the big game last year, shattering a six-year publicity streak that helped lift its name to household recognition. At the time, executives said the product distributor, which is a subsidiary of the Mexican Association of Hass Avocado Importers’ trade group, would take the downtime to reassess its strategy, with plans to return. in 2022. The hiatus also came when the COVID-19 virus was raging and before vaccines were widely available.

Today, the AFM returns to the renowned sporting event with a 30-second in-game advertisement and a complementary multi-channel campaign that takes a more technological approach than in the past. AFM’s efforts have previously focused on in-store channels like shoppers’ marketing, but “House of Goodness” places more emphasis on e-commerce capabilities that have become more important for food brands and grocery stores. during the pandemic. The Brees-led interactive home experience features purchasable touchpoints supported by ad technology partner MikMak, who in turn works with LiveRamp to help AFM acquire and analyze first-party data that will value its most valuable buyers.

The renewed big game strategy follows AFM’s change in marketing leadership last year. In July, she promoted Ivonne Kinser to vice president of marketing and innovation, with an overview of the marketing department, and appointed Ana Ambrosi as director of corporate communications, crisis and public relations. Kinser has a background in e-commerce and digital marketing.

“We are heading into this great game with a more modern vision of marketing that aims to merge our branding and performance efforts into a new approach that we have defined as ‘Brandformance’ – taking our innovation to the next level in both territories: branding and sales focused marketing, ”Kinser said in a press release surrounding the latest campaign.

AFM is also capitalizing on the return of in-person channels to appeal to fashion-conscious consumers with the “Store of Goodness” pop-up. The clothing collection is inspired by the brand’s color palette, a yellow-green hue meant to evoke the interior of a perfectly ripe avocado.

More food and beverage marketers are investing in virtual spaces to accommodate consumers who may not be comfortable with large crowds and as the industry as a whole braces for the metaverse. Last fall, General Mills created a “homegate” platform that allowed college football fans to explore a virtual home in a way similar to the AFM concept. The online portal featured recipes, videos, and quizzes, as well as the ability to purchase General Mills brands like Totino’s, Old El Paso, and Honey Nut Cheerios. It was developed with the e-commerce company Obsess.

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