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.
Article navigation
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)
Search for other works by this author on:
This case was prepared by Professor Derek D. Rucker and Alvaro Luque, the president and CEO of Avocados from Mexico (AFM).
Received:
April 24 2025
Accepted:
April 24 2025
Online ISSN: 1111-111X
Print ISSN: 1111-111X
© The Kellogg School of Management at Northwestern University
2024
Northwestern University
Cases are developed solely as the basis for class discussion and are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. This case was based on publicly available and company-provided information. For pedagogical purposes, the authors might have fictionalized individuals, conversations, strategies, assessments, or other details. To order copies or to request permission to reproduce materials, call 847.491.5400, or email cases@kellogg.northwestern.edu. No part of this publication may be reproduced, stored in a retrieval system, made available to any LLM (e.g., ChatGPT), used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Kellogg Case Publishing.
Teaching Notes 1–12.
Article history
Received:
April 24 2025
Accepted:
April 24 2025
Connected Content
Teaching Notes:
Avocados from Mexico : Success in an Omnichannel World
See also
-
relatedCaseResource
Citation
Rucker DD, Luque L (2024;), "Avocados from Mexico : Success in an Omnichannel World". Teaching Notes, Vol. ahead-of-print No. ahead-of-print.
Download citation file:
Email alerts
Suggested Reading
Algorithmic Management in Action: The Reorganization of Allstate's Data Group
Teaching Notes (February,2021)
Crescendo: Steinway's Growth Strategy
Teaching Notes (March,2023)
Modelo: Finding a Fighting Spirit
Teaching Notes (April,2023)
OpenAI: Creating the Product Roadmap for ChatGPT
Teaching Notes (October,2024)
Patel Brothers:The Legacy and Challenges of a 50-Year-Old Retail Brand Serving the Indian Diaspora in the US
Teaching Notes (November,2024)
Recommended for you
These recommendations are informed by your reading behaviors and indicated interests.
