Campaign Crush: California Avocados #BigGameAdd

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California Avocados showed good sportsmanship during Super Bowl 50. While they did not purchase a video spot, they certainly got a return on others’ investments.

For each of the major food/beverage advertisements, California Avocados tweeted a Tasty-esque video teaching viewers how to make a recipe combining California Avocados with the ad’s featured food/beverage. Here are a few examples:

They even made a video in collaboration with Avocados from Mexico – their competitor!

Avocados from Mexico made a huge mark when they purchased a spot during last year’s Super Bowl. But this year, California Avocados showed that there was room for more than one avocado in this game.

The #BigGameAdd campaign really shows the power of social media and how a million dollar Super Bowl spot is not the only way to get recognized on the big day. AdWeek spoke with the campaign’s agency, MullenLowe, whose executive creative director, Margaret Keene, said “It’s way more fun being a challenger. We all know brands will be doing social campaigns on Sunday. Smart, scrappy brands find ways to piggyback on big-brand hashtags and conversations, but honestly, we just wanted to come up with something fun that people could actually make and talk about during the game.”

While a social media campaign won’t get you the same results as a Super Bowl spot, I hope this will be a testimonial to the creative opportunities social presents.

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