As part of the great efforts to promote Mexican Avocados in the United States, Avocados From Mexico, which is in charge of marketing for the Association of Producers and Packing Exporters of Avocado from Mexico (APEAM), will present its fourth consecutive commercial in the Super Bowl LII, which will be held on Sunday February 4 this year in Minnesota, USA.
Ramon Paz Vega, a strategic advisor for APEAM, said that, as they were always looking for the maximum benefit and efficiency all resources and suppliers, they already had a marketing campaign around the event: "In addition to the ad in the Super Bowl, we will have 'magnify' the message through digital platforms. In the last Super Bowl, 140 millions people saw the ad in the game, and with our magnification strategy, we achieved more than 8 billion views."
The Super Bowl is a unique opportunity for a Mexican product, such as the avocado from Michoacan, as the United States market represents 80 per cent of all exports of this fruit, and the sector achieves its highest sales in the US in this sporting event, which is the most watched worldwide.
The APEAM and the Mexican Hass Avocado Importer Association (MHAIA) created the Avocados from Mexico brand several years ago to work together in the promotion of Mexican avocado, one of Mexico's main export products.
For the last 20 years, the APEAM has been the interlocutory organization between the Secretariat of Agriculture of Mexico (Sagarpa) and the United States Department of Agriculture (USDA) for the export of avocado. Michoacan is the only exporter of the fruit to the American union, although other states, such as Jalisco, are in the process of entering that market.
"Michoacan's avocado has had a constant growth in exports thanks to the daily effort of more than 20 thousand producers and 50 packers, the timely deliveries of the Mexican avocado, the product's high quality, and its compliance with high phytosanitary and safety measures. As a result, every year more and more people consume the Avocado from Mexico during the Super Bowl. Another important consumption date is on May 5, when the US celebrates the Cinco de Mayo, which is the largest Mexican fiesta in that country," the APEAM stated.
"We are the only product from Mexico that has been announced in the Super Bowl, and the first fruit or vegetable that has been announced at this event," said Ramon Paz. The results of the first ad in the Super Bowl were higher than expected, he added, and this happens every year, mostly by the upturn in sales during and after the event.
This benefits all the members of the value chain, in which Michoacan producers, (50% of whom have less than one hectare of crop), stand out. "In addition, it pressures us to do it again and do it better. The three ads in the Super Bowl have been successful and have been some of the best ads in the Super Bowl." It's a big challenge, but APEAM, through Avocados From Mexico, is ready to face it.