By, Ryan O’Leary
Avocados from Mexico (AFM) put out one of the most memorable advertisements in Superbowl XLIX this year. The advertisement takes place around 4 billion BC (give or take) and shows the worlds “first draft ever.” The ad features former NFL stars, Jerry Rice and Doug Floutie as the announcers for the draft alongside a caveman. Many people were surprised to see such a high budget commercial for a company that most people did not know existed. The company was able to air this multimillion dollar commercial due to the enormous growth in demand of the avocado the past few years.
This advertisement targets everyone watching the Super Bowl. Chances are, a large percentage of them were eating guacamole during the game. The game and commercials reach over 100 million people worldwide. They use humor in order to draw the attention of the viewers. The company took advantage of the huge viewership on the biggest guacamole day of the year. Mocking a professional sports draft, they go through a number of different countries and their pick of animals and produce for their country, for example Australia chooses the kangaroo. Any football fans would recognize Jerry Rice and Doug Floutie in the commercial, giving the ad greater credibility, and reaching out to those who admire those former stars. The ad also makes use of talking animals, which reaches out to children and families and gain their attention. Once everyone is watching what is happening, the commercial throws in a few jokes and punch lines. In the end, they sing AFM’s very catchy and short company tune, and show their slogan, “Fresh Year Round.”
Since 2000, the number of avocados consumed each year in the United States has quadrupled. Last year alone, 4.25 billion avocados were consumed, according to the Hass Avocado Board. Different restaurants and companies are starting to offer the fruit all year round making it more accessible for people all over the country. In the earlier years, the avocado was only available on the west coast, but since its boost in popularity it can now be found anywhere in the country. The main use for the avocado is guacamole. An extremely popular dip, for chips, and many different Mexican style dishes including burritos and quesadillas. The enormous popularity of Chipotle has also boosted the demand for avocados in the US. The restaurant offers guacamole with any item on the menu. Chipotle alone uses around 97,000 avocados a day to make their famous guacamole.
In 2014, 85% of avocados were imported from other countries, and the largest exporter of the fruit is Mexico. As of 2014
Avocados From Mexico held about 60% of the United States market share for avocados. The company started in 1997 exporting only to the north east area of the US and in 2007, they were exporting to ever single state in the US. AFM started as a non-profit coordinator with the purpose of coordinating the marketing activities for the Mexican Hass Avocados Importers Association and The Association of Growers and Packers of Avocados From Mexico. AFM’s marketing group resides in Irving Texas, and because of the huge market, they were the first company to have a big game TV ad for a produce.
AFM did a great job in increasing their credibility as a company as well as raising awareness of their product. Millions of people in the United States eat avocados, and now many of them finally know where it’s all coming from. They stunned the country with a huge advertisement that nobody would have ever expected. I know I can’t stop singing their jingle, and I have a craving for guacamole pretty much all the time since the commercial aired.