The Retail Opportunity
Avocados From Mexico is launching a national shopper marketing campaign anchored by three-time Super Bowl champion Julian Edelman, running Jan. 18 through Feb. 14, 2027 — built around what the brand calls the single largest avocado consumption occasion of the year. For convenience retailers with produce sets or fresh-grab sections, the timing matters: Big Game week has driven retail avocado sales volume an average of 31% above a typical week over the past five years, according to Circana MULO+ data.
Eight in 10 U.S. adults planned to watch last year's game, which ultimately drew 125.6 million viewers per Nielsen. With 72% of fans watching alongside others, the event functions as a mass hosting occasion — and guacamole is consistently among the top prep-list items that pull shoppers into produce.
What Retailers Get
The "Prepare Like a Pro" program gives retail partners a coordinated toolkit: branded thematic packaging, in-aisle displays featuring Edelman, a digital activation hub, and a $1.50 cash-back offer tied to matching themed avocado bags. Retailers interested in participating can contact their Avocados From Mexico Regional Director; in-store materials and packaging are available while supplies last.
Stephanie Bazan, Senior Vice President of Commercial Strategy and Execution for Avocados From Mexico, framed the program as a demand-conversion play. "He is the perfect partner to help remind fans that football and guacamole belong together, and give retailers the tools to turn that demand into sales," Bazan said of Edelman.
The omnichannel layer extends beyond the store floor, connecting social content, digital challenges, and national PR to keep fresh guacamole in shoppers' consideration as they plan and prepare to host. The campaign's digital hub invites fans to take on avocado-themed hosting challenges in the weeks leading up to the game.
Channel Context
For c-store operators, the program is relevant primarily to chains with fresh produce sections or expanded grab-and-go foodservice programs — a growing segment as the channel pushes further into fresh and prepared foods. Single-store operators without dedicated produce sets may find the branded packaging and digital assets more useful than the full display program, but the underlying demand signal is channel-agnostic: Big Game weekend consistently ranks among the highest-volume days for snack-adjacent fresh categories across all retail formats.
The campaign also reflects a broader produce-industry trend of pairing branded shopper marketing with celebrity talent during tentpole consumption windows — a strategy that mirrors loyalty and promotional tactics increasingly common among top c-store chains looking to drive inside-sales comps on fresh categories. Avocado category managers and produce buyers at regional and national chains should expect outreach from their AFM regional rep before the holidays.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
