Mission Produce Inc., which sources, produces and distributes fresh Hass avocados, has launched its “It’s Your Game Too” campaign. In anticipation of the largest avocado-consumption event of the year, the initiative aims to bring Mission Avocados to the forefront of Big Game festivities by inspiring consumers to indulge in a game-time #guacuterie board.
The “It’s Your Game Too” campaign was inspired by Avocado Intel, Mission’s in-house consumer intelligence data findings, which revealed that nearly 20 percent of people rank food and drinks as the #1 thing they enjoy most about watching the Big Game, while more than half agree that it’s a “very important” aspect of the experience.1
“While consumers may root for different teams, or no team at all, we can all rally around our love of food and good company during the Big Game,” said Denise Junqueiro, vice-president of marketing and communications at Mission Produce. “Almost 90 percent of people watch the game at home or at a party¹, creating the ideal setting to enjoy a shareable ‘guacuterie’ board.”
Almost 90 percent of people watch the game at home or at a party, creating the ideal setting to enjoy a shareable ‘guacuterie’ board says Junqueiro.
Mission has teamed up with social media influencers, including Kelly Stafford, to encourage using Mission Avocados in game-time spreads, with guacamole as the centerpiece. The campaign encourages everyone to create, share and enjoy their “guacuterie” boards filled with sides and dippers.
“This campaign celebrates the taste and versatility of the avocado and cements it as a must-have at any event,” Junqueiro added. “Further, more than a third of people want healthier food and drink options at Big Game parties.1 The fruit’s health benefits are aligned with evolving consumer habits as more people incorporate nutrient-rich foods into their celebrations.”
1.According to a Mission Produce survey of 1,000 U.S. consumers conducted on November 22, 2021.