Research Details

Abstract

Avocados from Mexico (AFM) is a marketing organization that exists to 1) build brand equity for avocados exported from Mexico to the United States and 2) increase category consumption. In preparing for 2022, after several years of successful advertising campaigns, the AFM decided to develop its next omnichannel strategy. A critical part of this decision was whether the company should continue to tout its product in Super Bowl advertisements. Although the organization had advertised in the Super Bowl from 2015 through 2020 as a media channel, the Super Bowl was growing in expense. Moreover, in 2021, AFM did not advertise in the Super Bowl yet achieved considerable success, calling into question the importance of Super Bowl advertising's role in the brand's omnichannel strategy.

Type

Case

Author(s)

Derek Rucker, Alvaro Luque

Date Published

03/20/2024

Citations

Rucker, Derek, and Alvaro Luque. Avocados from Mexico: Success in an Omnichannel World. Case 5-423-751 (KE1294).

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