Guacamole is basically the unofficial currency of February. If you’ve ever sat through a Super Bowl party, you know the drill: the game is okay, the snacks are better, and everyone stops talking the second the ads come on. For over a decade now, one specific brand has managed to wedge its way into our collective consciousness so deeply that you can’t even see a pit without humming that catchy jingle. The Avocados From Mexico commercial isn't just a thirty-second spot; it’s a masterclass in how to sell produce like it’s a high-end tech gadget or a luxury car.
It’s actually kind of weird when you think about it. Most people don't care about the brand of their onions or their broccoli. But avocados? Thanks to some seriously clever marketing, we’ve been conditioned to look for that specific sticker.
The Weird Science of Selling Fruit During Football
Marketing produce is hard. Like, really hard. You’re dealing with a perishable item that looks different every time you buy it, yet the Avocados From Mexico commercial has become a staple of the Big Game. Why? Because they stopped trying to sell the fruit and started selling the vibe.
Take the 2023 "Make It Better" campaign featuring Anna Faris. They didn't just show a bowl of dip. They went full "Garden of Eden" but with a twist—everyone is naked (tastefully pixelated, of course) and the world is a utopia because of avocados. It’s absurd. It’s colorful. It’s exactly the kind of thing that sticks in your brain after three beers and a plate of wings. They understand that on Super Bowl Sunday, nobody wants a lecture on monounsaturated fats. We want to be entertained.
Honestly, the brilliance lies in the repetition. Since their first appearance in 2015—the one with the "First Draft Ever" where Mexico picks the avocado—they’ve stayed remarkably consistent. They use humor that borders on the surreal. Whether it’s a secret society of Illuminati-style members freaking out because the secret of healthy fats is out, or Kristin Chenoweth teaching dogs how to eat avocado toast, the goal is always the same: make the brand synonymous with the event.
Breaking Down the Cost of a Moment
In 2024, a 30-second spot cost roughly $7 million. That’s just for the airtime. Add in the production costs, the A-list talent, and the massive digital campaign surrounding it, and you’re looking at a staggering investment for a piece of fruit.
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But the math actually works.
According to data from the Hass Avocado Board, Americans consume about 250 million pounds of avocados during the week leading up to the Big Game. By dominating the Avocados From Mexico commercial slot, the brand ensures they aren't just one of many options—they are the option. It’s a defensive play as much as an offensive one. If they weren't there, a competitor or a different snack category might steal that mental real estate.
It’s Not Just a Commercial, It’s an Ecosystem
If you think they just run an ad and call it a day, you’re missing the coolest part of the strategy. They use "second screen" marketing better than almost anyone in the food industry.
- AI and Personalization: In recent years, they've integrated QR codes that lead to digital "guac pits" or AI-driven recipe generators.
- The Jingle: That "Avocados From Mexico!" hook is a sonic brand. You hear it, and you instantly know what’s happening. It’s a psychological shortcut.
- Retail Integration: They coordinate with grocery stores months in advance. The displays you see in the produce aisle aren't an accident. They are timed perfectly to match the TV hype.
Some critics argue that the ads have become a bit too "noisy." There’s a risk of the humor overshadowing the product. For instance, the 2022 spot featuring Andy Richter as Julius Caesar was funny, but did it actually make people buy more fruit? Industry experts like those at AdAge often debate whether the "Big Game" ROI is diminishing as streaming fractures the audience. Yet, the numbers suggest otherwise. Brand awareness for Avocados From Mexico sits at levels usually reserved for companies like Coca-Cola or Nike. That’s insane for a trade group representing thousands of growers and packers.
Why "Always Good" Actually Matters
There is a bit of a misconception that these ads are just about being funny. In reality, they address a major consumer pain point: reliability. Avocados are notoriously finicky. They’re rock hard one minute and mush the next.
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By positioning the brand as "Always Good," the Avocados From Mexico commercial attempts to build trust. They want you to believe that if it has that sticker, it’s going to be perfect for your party. It’s a promise of quality wrapped in a joke.
The 2017 "Secret Society" ad is a personal favorite for many. It poked fun at conspiracy theories while highlighting that avocados have "good fats." It was self-aware. It didn't take itself too seriously. That’s the sweet spot for Super Bowl advertising. If you’re too preachy, people tune out. If you’re too slapstick, they forget what you’re selling.
The Cultural Impact of the Pit
We’ve reached a point where the commercial is a cultural touchstone. It has helped shift the avocado from an exotic "California" food to a mainstream American staple. You see this reflected in the export data. Mexico provides about 80% of the avocados consumed in the U.S., and that dominance is fueled by this relentless marketing engine.
It’s worth noting that the brand has faced challenges. Supply chain issues, temporary import bans, and fluctuating prices have all threatened the "Always Good" narrative. But the marketing never wavers. They stay the course, proving that a strong brand can weather even the messiest geopolitical storms.
How to Win Your Own Super Bowl (Even Without $7 Million)
You might not have a multimillion-dollar ad budget, but the strategy behind the Avocados From Mexico commercial offers real lessons for anyone trying to get noticed. It’s about being bold, being consistent, and knowing exactly who your audience is.
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First, find your "jingle." What is the one thing people should remember about you? It doesn't have to be a song. It could be a specific color, a catchphrase, or a unique way of doing business. Consistency creates familiarity, and familiarity creates trust.
Second, embrace the weird. In a world of polished, boring corporate content, the "weird" stands out. Don't be afraid to use humor that feels a bit off-kilter if it aligns with your brand's personality.
Third, timing is everything. Avocados From Mexico doesn't blow their whole budget in July. They wait for the moment when their product is most relevant and then they go all in. Find your "Super Bowl"—that one time of year or specific event where your audience is most primed to buy—and make sure you are impossible to ignore during that window.
Finally, track the results. The reason this brand keeps coming back to the Super Bowl isn't just because it's fun; it's because the data supports it. They see the spike in sales. They see the brand lift. If your marketing isn't moving the needle, it doesn't matter how funny it is. Be ruthless with your metrics, but be creative with your execution.
To really apply this, start by auditing your current brand "sound." Is it a generic hum, or is it a catchy hook that people can't get out of their heads? If you can't answer that, it's time to rethink your approach. Focus on building a narrative that turns your product from a commodity into a necessity.