In five years, Avocados From Mexico (AFM) has used a once-a-year advertising bonanza to move from being “an unknown brand” to boost its consumer brand preference from 20% to 55%.

The game plan is simple, according to Alvaro Luque, the company’s president/CEO: in partnership with GSD&M, an Omnicom shop based in Austin, Texas, it runs a cluster of advertising focused on the weeks leading up to the Super Bowl, and within the NFL season closer as its played out in front of America’s largest television audience.

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Kevin Plank, CEO, Under Armour

“The Super Bowl is the most underrated marketing investment that you can make,” Luque told delegates at the Association of National Advertisers’ (ANA) 2019 Brand Activation Marketing Conference.