37th Annual Marketing Excellence Award Winner: Avocados From Mexico

August 12, 2025 | 1 min to read

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Avocados From Mexico (AFM) launched the Always a Good Play campaign, leveraging the connection between avocados and football gatherings. Making history as the first fresh produce brand to partner with both the Super Bowl and the College Football Playoff (CFP), AFM significantly boosted brand awareness and avocado consumption through effective digital media strategies. The campaign led to an impressive 231 million+ impressions and increased sales among CFP viewers, demonstrating its marketing success.

PROMOTION

Always A Good Play

STRATEGY

Avocados From Mexico (AFM) capitalized on the association of avocados, specifically guacamole, and gatherings throughout the football season. AFM was the first fresh produce brand to advertise in the Super Bowl, and the brand made history again in 2024 as the first fresh produce brand to partner with the College Football Playoff (CFP). AFM launched the Always a Good Play campaign to boost its football association, maximize marketing opportunities, and drive avocado consumption through digital media and in-store packaging, displays and shopper savings.

RESULTS

AFM’s Always a Good Play campaign resulted in increased brand awareness and preference compared to the previous year. Offer redemptions at retailers were above average, and paid media saw 231MM+ impressions as a result of successful digital marketing tactics. Avocado purchases grew among CFP viewers, and AFM’s four major accounts participating in the CFP campaign saw positive results.