Avocados From Mexico will return to the 2023 Super Bowl, the brand announced today. 

The produce marketer will run a 30-second ad produced by Lerma/, a Dallas-based agency that’s done work for the brand over the years, but never a Super Bowl commercial.

Avocados From Mexico has had seven previous Big Game TV ad appearances, with work from GSD&M as well as Energy BBDO.

“The Big Game is very special to us as it celebrates the largest consumption period of avocados during the year,” Avocados From Mexico President and CEO Alvaro Luque said in a statement.  

Avocados From Mexico is a non-profit marketing organization that promotes the product of its two founding organizations: the Mexican Hass Avocado Importers Association, which represents hundreds of importers and distributors, and the Association of Avocado Exporting Producers and Packers of Mexico, which represents avocado growers and packers.

GSD&M produced its 2022 ad “Coliseum Tailgate,” which featured Andy Richter playing Julius Caesar as avocados liven up a dull tailgate.

Avocados From Mexico will tap into QR codes as part of its campaign with its in-store “Big Game Guac Showdown” shopper marketing promotion featuring Deion Sanders and Tracey Edmonds. The couple partnered with AFM to create their favorite guacamole recipes, and the brand is inviting shoppers to vote for their favorite in January by scanning the QR code found on in-store displays. And as it did this year, AFM will extend the brand experience from consumers’ TV screens to an interactive digital activation to be launched weeks before the game.

The Super Bowl remains the No. 1 occasion where avocados and guacamole are served and prepared, according to Avocados From Mexico. Roughly 250 million pounds of avocados are shipped from Mexico to the U.S. during the four weeks leading up to the game, or enough avocados to stretch the length of nearly 361,000 football fields when placed end to end.

Previous AFM Super Bowl spots from GSD&M featured Doug Flutie and Jerry Rice (2015), Scott Baio (2016), Jon Lovitz (2017) and Chris Elliott (2018). Energy BBDO produced AFM Super Bowl ads featuring Kristin Chenoweth (2019) and Molly Ringwald (2020).

Lerma/ is working with at least two brands for Super Bowl 2023. The agency also created the Jesus rebranding campaign, which will run two spots in the game. That campaign is backed by a coalition of Christian donors.

Avocados From Mexico is the latest brand to announce its plans to advertise in the Big Game. DraftKings and Molson Coors will also run national ads in the Super Bowl, which will air on Fox on Feb. 12.