Avocados From Mexico is deploying a full omnichannel shopper marketing campaign around Super Bowl season, partnering with three-time Big Game champion and MVP Julian Edelman to drive produce-aisle traffic under the banner "Prepare Like a Pro." The program runs Jan. 18 through Feb. 14 and is designed to convert record-level football viewership into incremental avocado volume at retail.
The Sales Case
The numbers behind the campaign are unambiguous. Over the past five years, retail avocado sales volume has averaged 31% more pounds during Big Game week compared to a typical week, according to Circana MULO+ data. Last year's game drew 125.6 million viewers per Nielsen, and eight in 10 U.S. adults planned to watch — making it the single largest at-home consumption occasion on the produce calendar. With 72% of fans watching alongside others, the gathering dynamic creates a natural entry point for guacamole as a center-of-spread item.
Retail Activation Mechanics
Avocados From Mexico is providing participating retailers with branded thematic packaging, in-store display units featuring Edelman, and a digital toolkit for localized promotion. Shoppers can redeem a $1.50 cash-back offer tied to the themed avocado bags — a mechanic designed to link national media awareness directly to unit movement. Retailers activate through their regional Avocados From Mexico director; in-store materials are available while supplies last.
Beyond the physical store environment, the campaign connects social content, digital engagement, and national PR through a "Prepare Like a Pro Hub" that invites fans to complete avocado-themed hosting challenges. The hub extends dwell time with the brand between shopping trips and reinforces fresh guacamole as a game-day staple ahead of the purchase decision.
Operator and Retail Implications
While the program is structured as a retail shopper marketing initiative, the underlying demand signal has clear read-through for foodservice operators — particularly fast-casual and casual-dining concepts that carry guacamole as a permanent or LTO menu item. A consumer base primed to associate avocados with game-day gatherings represents a daypart and occasion that on-premise operators can amplify through limited-time guacamole builds or catering packages ahead of the Big Game window.
Stephanie Bazan, Senior Vice President of Commercial Strategy and Execution for Avocados From Mexico, framed the Edelman partnership as a vehicle to translate fan enthusiasm into category action: "He is the perfect partner to help remind fans that football and guacamole belong together, and give retailers the tools to turn that demand into sales."
For produce buyers and category managers, the campaign provides coordinated national media cover — a resource typically reserved for CPG center-store brands — behind what is already the category's highest-velocity occasion. Retail partners looking to capitalize on the broader fresh-produce category trends driving impulse purchase in the perimeter should treat the six-week window as a priority planogram reset. Operators tracking game-day foodservice volume will find the 31% weekly volume spike a useful benchmark when forecasting ingredient procurement.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
