Avocados From Mexico is returning to the Super Bowl with a spot during the early part of the game and plans to focus on its year-round availability, using one of four ideas that are currently going through consumer testing.
The :30 spot from Avocados From Mexico, the industry's marketing arm, is set to run during the first commercial break after kickoff, said Alvaro Luque, president of Avocados from Mexico.
"We have this unique opportunity that beer companies (and) chip companies have, to have the product present at the time of the game," Mr. Luque said. "We wanted to test it out last year. The results were great. We had a fantastic February coming out of the Super Bowl. That was the right measure to see if we were doing things right."
The group's first Super Bowl spot ran in February and helped lift sales in the latest fiscal year, which ran from July 2014 to June 2015. The avocado category grew around 13% while Avocados From Mexico grew around 35%, Mr. Luque said.
"One of the key factors for us was the Super Bowl participation," he said, noting that growth was a little less than 10% the year before.
Avocados From Mexico is again working with GSD&M on the spot and with Havas Media on buying and execution.
Mr. Luque said the team is currently doing consumer testing of early versions of four different Super Bowl spots. "As soon as we get the results in the coming two weeks we will know which way to go," he said, adding that the ideas are all very different from each other but all work off the message the group wants to reinforce, which is the year-round availability of the fruit.
It is testing options with and without celebrities, and ones that are very related to football and some that are not exactly related to the game, Mr. Luque said.
This year's spot showed a prehistoric, football-style draft of plants and animals, in which Mexico picked the avocado and draft commentary was handled by former NFL stars Doug Flutie and Jerry Rice.
One change from last year is that the group plans to begin teasing its spot with a hashtag a little bit earlier in the days before the Super Bowl. This year's hashtag was #FirstDraftEver.
The fruit -- yes, it's a fruit -- is likely to make advertising during football's biggest game an annual tradition, Mr. Luque said. He wants Avocados From Mexico "to start playing a very important role in the Super Bowl as one of the key healthy brands."