Avocados From Mexico is enlisting three-time Big Game champion and MVP Julian Edelman for a national shopper marketing campaign designed to turn football-season momentum into produce-aisle sales. The 'Prepare Like a Pro' program runs January 18 through February 14 and combines in-store merchandising, themed packaging, digital content, and a shopper cash-back offer — all centered on fresh guacamole as the centerpiece of game-day hosting.
The Retail Opportunity
The scale of the Big Game audience makes it the single largest avocado consumption occasion of the year. Eight in 10 U.S. adults planned to watch last year's game, which drew 125.6 million viewers according to Nielsen. That viewership translates directly to grocery demand: retail avocado sales volume has spiked an average of 31 percent more pounds during Big Game week compared to an average week over the past five years, per Circana MULO+ data. With 72% of fans watching alongside others, the occasion is a natural driver for bulk fresh produce purchases — and a meaningful revenue window for retailers who activate early.
For operators and retailers tracking produce category trends, the campaign underscores how commodity marketing organizations are increasingly investing in event-driven, celebrity-anchored programs to move volume at the store level rather than relying solely on seasonal display promotions.
What Retailers Get
Retailers who participate in the 2027 Big Game Shopper Marketing Program receive a full toolkit: branded thematic avocado bags, in-store display units featuring Edelman, and a digital asset library for localized promotion. Shoppers can claim a $1.50 cash-back offer when purchasing the themed avocado bags, adding a direct incentive layer to the merchandising push. Materials are available while supplies last, and retailers can activate by contacting their Avocados From Mexico Regional Director.
"Julian knows what it takes to be an MVP and he's bringing that same energy to the produce aisle," said Stephanie Bazan, Senior Vice President of Commercial Strategy and Execution for Avocados From Mexico. "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."
Fan Engagement Beyond the Store
Beyond retail, the omnichannel campaign extends into a dedicated 'Prepare Like a Pro Hub' — a digital experience where fans can take on avocado-fueled hosting challenges leading up to the game. The hub connects social content, national PR, and influencer activity with in-store elements, keeping the brand top-of-mind through the entire purchase journey from planning through hosting.
The Edelman partnership reflects a broader pattern in food and beverage marketing: sport-adjacent celebrity endorsements are increasingly being deployed not just for brand awareness but for direct retail activation — an approach beverage and food brands have refined heading into high-viewership sporting events. As competition for produce-aisle attention intensifies, coordinated campaigns that link digital engagement to a shopper cash incentive represent the current standard for category-level event marketing.
For more on the program, retailers can visit avocadosfrommexico.com/retail. Food & Beverage Magazine has also covered the broader trend of fresh produce brands investing in event-driven shopper marketing programs.
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.
