Edelman crowns guacamole the MVP of the Big Game watch party

The Big Game Plan:

• Avocados From Mexico is teaming up with three-time Big Game champion and MVP Julian Edelman to turn game day preparations into retail action and help fans “Prepare Like a Pro,” putting fresh guacamole at the center of game-day hosting.
• Running Jan. 18–Feb. 14, the omnichannel campaign connects national consumer engagement with in-store merchandising and shopper offers.
• The program helps retailers capitalize on the year’s top avocado consumption occasion.

DALLAS, Oct 19, 2026 /PRNewswire/ — Avocados From Mexico® is teaming up with three-time Big Game champion and MVP Julian Edelman for “Prepare Like a Pro” — a national omnichannel campaign encouraging fans to plan ahead and put fresh guacamole at the center of their Big Game-day spread. Built around the top avocado consumption occasion of the year, the campaign gives retailers coordinated support to turn football excitement into shopper action.

Big Game is the ultimate gathering of the year, with 72% of fans watching alongside others. And no watch party is complete without Avocados From Mexico. Drawing on Edelman’s winning mindset, the campaign follows Edelman as he switches gears from Game Day MVP to Hosting Champion, inspiring fans to have fresh avocados and guacamole at the center of the spread.

Big Game Viewership Creates a Major Retail Opportunity for Avocados
It’s never too early for retailers to help shoppers prepare like a pro for the Big Game. Eight in 10 U.S. adults planned to watch last year’s Big Game¹, which ultimately drew 125.6 million viewers². With millions of fans gathering around a screen, the Big Game represents a major opportunity for retailers to help shoppers stock up on the foods that make game day worth celebrating.

And no Big Game spread is complete without guacamole. As the top avocado consumption occasion of the year, the Big Game consistently drives shopper to the produce aisle: over the last 5 years, retail avocado sales volume has spiked an average of 31 percent more pounds during Big Game week compared to an average week.

360° Retail Support Turns Big Game Excitement Into In-Store Action
Retailers can get in on the action from Jan. 18 through Feb. 14 with a full roster of campaign support designed to drive excitement in the produce aisle and help make avocados a winning part of shoppers’ Big Game plans. The program includes branded thematic packaging, eye-catching in-store displays, and a digital toolkit to help retailers bring the campaign to life. Featuring Julian Edelman demonstrating why Avocados From Mexico and football season are always a winning combination, the displays bring game-day energy to the produce aisle, while shoppers can score a $1.50 cash-back offer on matching themed avocado bags.

“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.”

Prepare Like a Pro Hub Drives Interactive Fan Engagement
The omnichannel campaign continues beyond the store leading up to the Big Game, connecting social content, digital engagement, and national PR with themed packaging, in-store displays and shopper offers—keeping fresh guacamole on fans’ minds as they plan, shop and prepare to host. At the center of the experience, the Prepare Like a Pro Hub invites fans to take on avocado-fueled challenges that will put their hosting skills to the test and help them go from the sidelines to Game Day MVP.

“Preparing for a big game is all about having a plan and being ready when it matters, and that same mindset is essential for hosting,” said Julian Edelman. “Fans can bring their A-game with Avocados From Mexico when friends and family come together for one of the biggest days in football.”

How Retailers Can Activate the 2027 Big Game Shopper Marketing Program
Retailers can contact their Avocados From Mexico Regional Director to find out how to take advantage of the 2027 Big Game shopper marketing program. In-store materials and packaging are available while supplies last. Visit https://avocadosfrommexico.com/retail for more details and info.

About Avocados From Mexico
Avocados From Mexico is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. Under agreements, MHAIA and the Association of Avocado Exporting Producers & Packers of Mexico (APEAM) have combined resources to fund and manage Avocados From Mexico, with the intent to provide a focused, highly- effective and efficient marketing program in the United States. Avocados From Mexico is headquartered in Irving, Texas.

Sources:
¹ Medill Spiegel Research Center, Northwestern University, “The Business of Watching the Super Bowl,” 2026.
² Nielsen, Super Bowl LX Final Viewership, 2026.
³ Circana MULO+ 2021-2025 Nielsen, Super Bowl LX Final Viewership, 2026.

Media Contact:
Susana Pastrana
Susana.Pastrana@edelman.com 

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SOURCE Avocados From Mexico