Avocados From Mexico is kicking off a campaign with Pro Football Hall of Fame’s Troy Aikman and sportscaster Erin Andrews, offering promotion materials to retailers and the chance to win $1 million and other prizes to consumers.
The campaign theme, Make the Big Game Your Bowl Game, references the Super Bowl, which quarterback Aikman, with the Dallas Cowboys, won in 1993, 1994 and 1996.
It’s the first time AFM has had an in-store celebrity shopper engagement program, and the organization is encouraging retailers to request the free materials by Nov. 13, according to a news release. That includes football-themed displays and cutouts of Aikman and Andrews with quick-response codes that give consumers access the Virtual Guac Bowl Stadium.
While there, consumers can enter the sweepstakes, receive free autographed digital photos and personalized messages from Aikman and Andrews, along with guacamole recipes.
"I was thrilled to be approached by Avocados From Mexico for this partnership," Aikman said in the release. "Few things go together better than football and guacamole, and I can't wait to join my fellow fans in AFM's virtual Guac Bowl Stadium ahead of the Big Game."
Details of Make the Big Game Your Bowl Game include:
- A chance for consumers to win up to $1 million and a weekly giveaway of $1,000 for five weeks;
- In-store merchandising and point-of-sale materials, available to order through Nov. 13;
- Social media and digital advertising support for the sweepstakes and public relations amplification; and
- A virtual Guac Bowl Stadium for consumers to access sweepstakes entry forms, messages from Aikman and Andrews and other content.
"Guacamole is my go-to on game day – avocados are healthy, and their one-of-a-kind taste can't be beat,” Andrews said in the release. “No Big Game viewing party is complete without Avocados From Mexico.”
"The Avocados From Mexico brand has cemented its position as a Big Game mainstay, and we're excited to evolve our shopper marketing strategy to reach consumers on the No. 1 avocado occasion of the year," Stephanie Bazan, vice president of trade and market development for Avocados From Mexico, said in the release.
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