As football fans soon gather for one of the biggest entertainment events of the year, Avocados from Mexico is gearing up for Super Bowl LII with a digital campaign that includes clickable branded emojis and it’s fourth Super Bowl ad.
The partnership with Inmoji, uses an app to let users send clickable emojis that can share information like a friend’s location or concert tickets. A “Picmoji” feature gives users the opportunity to add a selfie photo to the avocado emoji.
The emojis are part of a larger “Guacworld” digital campaign set to launch soon.
The day of the Super Bowl, Feb. 4, will mark four straight years that Avocados from Mexico, the marketing arm for growers and importers, has sponsored a TV spot. A 30-second spot is estimated to cost $5 million. A teaser for the spot was just released starring actor Chris Elliott who teaches us all the multitudes of ways avocados can be used.
The group sees success from its partnership with the Super Bowl over the last three years. The avocado market has increases to 2.2 billion pounds of the crop in 2016, compared with between 1.2 billion and 1.3 billion in 2010, according to Variety.
Last year’s Super Bowl spot was filled with light-hearted humor as a way to draw in a younger generation of consumers. It highlighted the nutritional benefits of avocados and made the point that there is bad fat in those bowls of chips and good fat in their avocados.
Avocados from Mexico joins Pepsi, Bud Light, Skittles, Mars and others vying for the attention of Super Bowl watchers. Mars made news when it announced it would release the “most exclusive Super Bowl ad ever made,” but with a twist. The ad will be shown to just one person, a teenager named Marcos Menendez. Fans will, however, be able to view a stream of Marcos reaction as he watches the ad on the Skittles Facebook page on Super Bowl Sunday.