Avocados from Michoacan, Mexico, will be featured in a television spot to be shown to millions of television viewers during the Super Bowl transmission next Sunday, according to a U.S. marketing group that works with avocato exporters and packers .
“We are making history for the fresh category in the U.S. We will be the first fresh product brand to announce in the Super Bowl,” said Alvaro Luque, presient of AFM.
“We are proud for all the organization of Michoacan avocado growers,” he added. The avocado will announce next to other brands such as BMW, Budweiser, Coca-Cola, Dove, Mercedes-Benz, Snickers and Victoria’s Secret.
Television viewers watch advertisement during the game transmission with more intensity and the impact is stronger, according to Bill Livek, of Rentrak, a audience measuring firm. intensidad un anuncio durante el Super Bowl que en cualquier otro momento.
AFM did not reveal the exact cost of the advertisement but said it was a bit over a million dollars. “It is made to reinforce before the world and the U.S. market that avocados originally and proudly come from Mexico,” said Luque. The video was produced by GSD&M, an advertisement agency based in Austin. The first ad will be transmitted for 30 seconds at the end of the first quarter. During the pregame there will be another 30 second spot and during the game, there will seven videoss of 60 seconds each.
“Mexico is unique in avocado production because it has four harvest times of flower which means we can have product available during the entire year. Other producers are strong during the summer, but in the winter, which is the football season, they are not available,” he added.
Guacamole is one of the basic food staples offered during American football season. In the last two weeks, the Association of Avocado Producers of Mexico said they exported 50 thousand tons to the United States. From January to October last year, total exports to the U.S. were 481 tons.