How do you make a brand no one’s heard of the brand everyone wants?

Avocados originated in Mexico. Its rich volcanic soil and perfect weather grow the greatest avocados on Earth. But nobody knew that. And nobody knew that Avocados from Mexico was even a brand.

So we set out to change that with an integrated Super Bowl campaign. Seconds after the commercial aired, we kept people engaged with the first-ever live extension of a Super Bowl spot on YouTube. Viewers could even win Mexico’s draft picks on social media.

And it worked. Avocados from Mexico—that little brand no one had heard of—got more social buzz than established big brands.

We even picked up some awards along the way.

• D&AD Wood Pencil
• Cannes Lion Shortlist
• Communication Arts Advertising Annual