PREVIOUS WORK

From September 2014 to May 2023

 

The work shown below contributed to increasing unaided brand awareness from 4% to 24% in only eight years, and more than doubling the volume of Avocados From Mexico imports from 1.2 billion to 2.4 billion pounds per year. Currently, Avocados From Mexico holds 90% market share in the U.S.

I believe that when brands have the courage to do what no other brand has done before and the boldness to plan their marketing strategies in the future, those strategies become timeless because there’s only one “first”. I also believe that the future belongs to the pioneers, the re-inventors, the brands that push the envelope and get into the unknown to keep the world and societies evolving.

— Ivonne Kinser

Super Bowl 2023 TV

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One of the main challenges was to increase the message linkage which had fallen the previous year to 45% under a Super Bowl norm of 60%. The creative delivered an impressive 75% brand linkage exceeding the goal. SOURCE.

DIRECTOR: Bryan Buckley

AGENCY: LERMA

Among the top ten Super Bowl advertisers Avocados From Mexico came on top in terms of Familiarity and among the top ten in terms of brand equity, (post-Super Bowl Growth).

Familiarity: This index uses Harris Brand Platform data to rank the top 10 advertisers with the greatest increases in familiarity, or how recognizable a brand is to the general population.

Brand Equity: This index uses Harris Brand Platform data to measure the growth in each Super Bowl advertiser’s brand equity. The change in brand equity captures whether a brand’s Super Bowl ad effectively increased consumers’ perceived value of the company.

Source: The Harris Poll

We all know Eve changed the world by breaking one small rule in the Garden of Eden. But what if she could’ve made it better by taking a bite of an avocado?

This index uses Harris Brand Platform data to measure the growth in each Super Bowl advertiser’s brand equity. The change in brand equity captures whether a brand’s Super Bowl ad effectively increased consumers’ perceived value of the company.

The “Post-Super Bowl” column compares data from pre-Super Bowl (Jan 30-Feb 12) to post- Super Bowl (Feb 13-14). This captures the lift advertising brands experienced after the Big Game. The “Pre + Post-Super Bowl” column compares responses from early-to-mid January (Jan 1 – 22) to the official ‘kickoff’ of Super Bowl season and beyond (Jan 23 – Feb 14). These new data points capture the lift that advertisers realized from the pre-Super Bowl hype (e.g., announcing a spokesperson, pre-Super Bowl social media content, release of ads).

Super Bowl Digital Campaign 2022

 

SUPER BOWL DIGITAL CHAMPION

In 2018 Avocados From Mexico’s Super Bowl Digital Campaign Guacworld ended as the top #1 campaign in the Merkle Bowl Report based on performance and digital excellence, ahead of multibillion-dollar, well-established CPG brands.

In 2016, 2017, 2019, and 2020, Avocados From Mexico’s campaigns ended as the top #2 among the best Super Bowl digital campaigns, making AFM the only brand in the history of the Merkle Bowl Report to stay within the top two positions for six consecutive years.

 

MERKLE BOWL REPORT 2018 | Winner: Avocados From Mexico | Best Digital Campaign.

“Now in its fifth year, the Merkle Digital Bowl judges and reports on Super Bowl advertisers’ marketing efforts across four of the most important digital channels.

Our team of experts judges each brand based on its ability to meet specific and objective visibility standards in the areas of social media, organic search, paid search, and digital media marketing across the web. While the effectiveness of television creative is no doubt tied to success in digital, the Merkle Digital Bowl focuses on how well advertisers maximized its significant Super Bowl ad investment by laying the groundwork to take advantage of digital interest.

The Super Bowl LII Merkle Digital Bowl Report winner for excellence in digital marketing is: Avocados From Mexico”

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Performance-Driven Creativity

Avocados From Mexico comes ahead of the multibillion-dollar brands in Purchase Consideration for the third year in a row.

YEAR: 2019
 

Avocados From Mexico still scoring points one month after the Super Bowl - YouGov

2019: “Since the big game, the brand has seen notable growth across three key metrics. One month after the New England Patriots defeated the Los Angeles Rams in Super Bowl LIII, the latest data from YouGov Plan & Track reveals that the biggest winner might be Avocados From Mexico”.

2018: Top #1 Super Bowl advertiser by purchase consideration increase with 6.3 points.

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2017: Top #1 Super Bowl advertiser by purchase consideration increase with 15.3 points.

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Can cute dogs, artificial intelligence, and avocados win the Super Bowl? - Fast Company

“Avocados From Mexico has created Match Dog Com, which asks users to log in using their Twitter handle. Watson’s Personality Insights platform then analyzes their entire tweet history to get a picture of their personality, lifestyle, habits, and preferences, then takes Adoptapet’s vast database of available dogs to find the right one for you”.

The effort was recognized by IBM as one of the most creative integrations of its AI platform IBM Watson into a marketing campaign.

SILVER REGGIE AWARD: Innovative Use of Marketing Technology, Silver

First Brand Ever to put its Advertising Assets in the Blockchain

RESULTS:

  • Delivered 3.2 Billion of potential Impressions for #AvoNetwork (28% YoY growth vs the 2.5B impressions in 2019).

  • Delivered 250K engagements (3X Yoy)

  • Placed 2nd in the Merkle Report (and continue to be the only brand to rank in the top 3 for 5 consecutive years)

  • Recognized by Salesforce as the second most successful Twitter campaign among all advertisers in generating buzz during Super Bowl after POTUS

  • 55 Million Video Views surpassing our goal by 4% and achieved a 5% growth Yoy.

  • 1MM landing page views.

  • Our campaign generated 53K leads (consumers registration into our CRM program)

  • Of the 309K email Vatoms sent, there was a 28% open rate and a 9.7% CTR

  • EIMA AWARDS: Avocados From Mexico, “AvoNetwork”

CINCO DE MAYO

Challenge: We had to adapt to very quickly to the completely new circumstances in the market and in the society and re-invent our Cinco de Mayo campaign approach in ten days. In the middle of a global pandemic, our Cinco de Mayo campaign “Homemade Cinco” delivered an unprecedented performance in terms of reach and frequency with 5.6 billion impressions. The campaign invited our consumers to purchase avocados online through our e-com enabled website, pair it with any ingredient found in their pantries, and share their guacamole creations and small celebrations on social media to participate to win prizes. The campaign drove record sales while it communicates the versatile of guacamole.

April 2020

 

RESULTS

  • Most talked about brand on Cinco de Mayo with the #1 hashtag #HomemadeCinco

  • 5.6 Billion potential social impressions and 100% positive conversation

  • Site engagement grew by 90% through our AI optimization.

  • Our Twitter profile visited jumped over 2,000%

  • 100K Visits to the recipe section on our website during the campaign.

  • Along with an in-store shopper effort the campaign led to a 13% increase in volume of imported Mexican avocados year-to-date five weeks ahead of Cinco de Mayo.

 
 

SXSW Music & Tech Festival Case Study

 

  • It all begins with a problem. How can we take our small local brand experience in Austin, Texas, and deliver it to millions of consumers across the U.S? My CEO asked me…

  • Integrating emotion AI technology was the first step to bring to life a truly immersive activation. The second step was more difficult: how can we make the experience accessible to millions of consumers above and beyond the 5,000 people audience that attended SXSW music and technology festival.

    We worked with the tech provider for days and nights, to expand the capabilities of the Affectiva platform and host the experience in the cloud.

  • Multiplied R&F:

    23 Million consumers across America participate from our experience online.

Developed the first chatbot in the fresh produce industry.

Our chatbot was created to help remove our top consumption barrier. Over time, it became a record-breaking tactic to communicate our “avocado education” massage.

Through a partnership with our shopper team, we gave Walmart’s shoppers access to the educational tool. READ MORE

  • The #1 barrier for avocado purchase is the lack of knowledge to pick and preserve avocados.

  • Become an always-on, always available brand that can guide the consumers through their avocado selection process right where and when they need help.

  • We developed the first chatbot in the fresh produce industry. Through a partnership with our trade team, we made the educational tool accessible to all users shopping for avocados in-store in Walmart’s key locations across the country.

 
 

FIRST-PARTY DATA

(CDP + CRM)

Since 2016 we started building our First-Party Data within a Consumer Data Platformorm. The consumer data is periodically enriched to uncover the demographic and psychographic characteristics of the audiences and attach those data points to profiles of the individuals within the CDP. The behavioral data related to content preferences was the icing on the cake.

  • How can we enrich our First-Party data by adding to each individual’s profile in our CDP information about her content preferences?

  • We developed a newsletter that included multiple sections within our key content pillars. We adopted a CRM tech platform that cataloged the interactions of our consumers with the content in each section, and it passed the behavioral data to our CDP.

    Through a shopper campaign executed in-store and amplified leveraging geo-targeted paid media we also collected behavioral data and content preferences from shoppers in the stores.

    • Time on site increased by 90%.

    • The number of pages visited per session increased by 29%.

    • The VTR (View Through Rate) increased by 78% within our First-Party Data.