Avocados From Mexico ditches US $8M Super Bowl ad for AI ‘Guac Guru’

Avocados From Mexico (AFM), the non-profit selling enactment that promotes U.S. imports of the indispensable guacamole ingredient, volition not person a accepted TV spot during this year’s Super Bowl (Feb. 8). Rather, it volition premiere an interactive integer instrumentality designed with AI that offers real-time shot predictions and customized guacamole recipes. 

Dubbed the “Prediction Pit,” AFM is offering a integer guacamole-inspired acquisition alternatively of a accepted 30-second ad, which costs astir US $8 million. 

The determination marks the 3rd consecutive twelvemonth AFM has skipped a Super Bowl ad. The company’s past large crippled spot successful 2023 — capping a decennary of yearly appearances — humorously reimagined the Garden of Eden, with Eve’s avocado (not apple) creating a bare utopia called “The Big Avocado” successful modern-day New York.

“We wanted to usage that level to motorboat our connection strategy,” CEO Alvaro Luque told Forbes. “The Super Bowl is inactive our No. 1 depletion day successful the U.S. — and it’s inactive growing. Last twelvemonth was the largest Super Bowl successful presumption of depletion successful our history.”

Still, AFM believes its caller targeted attack volition present amended returns.

The web-based acquisition features an AI avatar modeled aft comedian Rob Riggle, playing “Guac Guru” to connection unrecorded shot predictions.

The inaugural follows past year’s Guacline activation, which connected fans with “Gronk AI” — a integer mentation of Rob Gronkowski offering tips and recipes up of the Super Bowl.

The Prediction Pit uses real-time information from SportsDataIO to foretell plays, results and statistic during the playoffs and Super Bowl. Users prime their squad and person insights connected triumph probabilities, touchdowns, subordinate show and different metrics — each successful a lighthearted tone, with nary existent betting involved.

“By blending real-time shot data, exertion and the undeniable entreaty of our avocados, we’re creating an acquisition that not lone engages fans with the athletics they emotion but besides enhances their solemnisation of crippled day,” said Luque successful a property release.

How galore avocados volition Mexico export to the US up of the Super Bowl?

According to AFM, successful the 2 weeks starring up to the Super Bowl, Mexico sends a truckload of avocados to the U.S. each six minutes. Moreover, retail measurement during the week of the crippled is 32% higher than the average. 

Overall, Michoacán and Jalisco, the starring producers of avocado successful Mexico, volition nonstop immoderate 127,000 tons of avocados to the U.S. up of the Super Bowl, according to the Association of Avocado Producers and Export Packers of Mexico (APEAM).

Out of the full figure, 88% of avocados volition beryllium exported from Michoacán portion 12% from Jalisco. 

With reports from Digiday, Marketing Dive and Fresh Fruit Portal