Avocados From Mexico and Julian Edelman Promote Guacamole for the Big Game Celebrations

In an exciting collaboration, Avocados From Mexico® has joined forces with three-time Big Game champion and MVP Julian Edelman to launch a nationwide campaign titled "Prepare Like a Pro." This initiative encourages fans to embrace the spirit of preparation, ensuring that fresh guacamole takes center stage at their Big Game watch parties.

The Big Game Plan

Running from January 18 to February 14, this omnichannel campaign connects consumer engagement with in-store merchandising and shopper offers. It’s designed to help retailers take advantage of what is widely regarded as the biggest avocado consumption event of the year. By supporting retailers in their efforts to engage shoppers, this campaign aims to convert football's excitement into tangible retail action.

The Big Game is a significant social event, with around 72% of fans choosing to watch the game in groups. To many, no game day celebration would be complete without a bowl of creamy, delicious guacamole. As acknowledged by the campaign, Julian Edelman doesn’t just excel on the field but also converts his winning mindset to inspire fans to serve up fresh avocados and guacamole at their gatherings.

The Retail Opportunity

Last year, an impressive 80% of U.S. adults planned to rally around the excitement of the Big Game, which drew a remarkable 125.6 million viewers. This massive turnout presents an invaluable opportunity for retailers. Data shows that during Big Game week, avocado sales have spiked by an average of 31% compared to typical weeks, proving that the game is a critical moment for fresh produce.

Edelman highlights that it’s never too early for retailers to assist shoppers in getting ready for this grand occasion. The collaborative efforts from January 18 through February 14 offer a wealth of support, which includes themed packaging, eye-catching in-store displays, and a digital toolkit tailored to bring the excitement of the Big Game into the produce aisle.

Engaging Retail Displays

As part of the initiative, in-store displays will feature Julian Edelman showcasing the ultimate pairing of Avocados From Mexico with the football season, radiating game-day energy. Shoppers will also have the chance to enjoy a cash-back offer of $1.50 on select avocado bags, further incentivizing them to stock up.

Stephanie Bazan, Senior Vice President of Commercial Strategy and Execution at Avocados From Mexico, remarked, "Julian knows what it takes to be an MVP, and he’s bringing that same winning energy to the produce aisle. He is the perfect partner to remind fans that football and guacamole go hand in hand, providing retailers with the tools they need to boost sales."

Prepare Like a Pro Hub and Fan Engagement

Taking the initiative beyond retail, the "Prepare Like a Pro Hub" will engage fans through social media, digital interactions, and a range of themed challenges. These challenges are designed to test fans' hosting skills, ensuring that as they prepare for the game, they keep guacamole at the forefront of their plans. Edelman states, "Preparing for a big game is all about having a plan and being ready when it matters, and that same attitude is critical for other occasions like hosting. With Avocados From Mexico, fans can truly bring their A-game when family and friends gather for one of football’s pinnacle moments."

Activate the Big Game Shopper Marketing Program

Retailers eager to participate can reach out to their Avocados From Mexico Regional Director to explore how they can capitalize on the 2027 Big Game shopper marketing program. Limited supplies of in-store materials and packaging are available, emphasizing the urgency for retailers to engage effectively. For more details, retailers are invited to visit AvocadosFromMexico.com/retail.

About Avocados From Mexico

Avocados From Mexico operates as a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), and aims to bolster marketing efforts on behalf of all stakeholders involved in the avocado industry. The organization provides a structured and effective marketing program in the U.S. and is headquartered in Irving, Texas. With a clear mission of connecting consumers with their favorite green fruit, Avocados From Mexico is poised to make waves in the upcoming footballing event.