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.
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Case Study|
August 20 2024
Avocados from Mexico : Success in an Omnichannel World
Lvaro Luque
Lvaro Luque
The president and CEO of Avocados from Mexico (AFM)
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This case was prepared by Professor Derek D. Rucker and Alvaro Luque, the president and CEO of Avocados from Mexico (AFM).
Publisher: Emerald Publishing
Received:
April 24 2025
Accepted:
April 24 2025
Online ISSN: 2474-6568
© The Kellogg School of Management at Northwestern University
2024
Northwestern University
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Article history
Received:
April 24 2025
Accepted:
April 24 2025
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Citation
Rucker DD, Luque L (2024;), "Avocados from Mexico : Success in an Omnichannel World". Kellogg School of Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/case.kellogg.2025.000003
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