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Avocados From Mexico deploys ‘brandformance’ strategy for Super Bowl
For Super Bowl LVI, Avocados From Mexico is bringing together both brand and performance in the same campaign in what it terms a ‘brandformance’ marketing strategy.
Why it matters
Super Bowl advertising is normally all about building brand awareness, being one of increasingly few opportunities to reach a large number of engaged consumers who aren’t skipping commercials. Avocados From Mexico is doing that, but its ‘House of Goodness’ activation will also include social and digital ads that are shoppable touchpoints to encourage purchase and thereby enable the brand to acquire valuable first-party data.
“We’re headed into this Big Game with a more modern view of marketing that aims to fuse our branding and performance efforts into a novel approach that we have defined as ‘brandformance’ – taking our innovation to the next level in both territories: branding and marketing-driven sales” – Ivonne Kinser, VP of marketing and innovation at Avocados From Mexico, quoted in Ad Age.