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Overview
Avocados From Mexico is known for their Super Bowl spots. But Super Bowl Sunday isn’t just football’s biggest day. It’s guac’s biggest day as well. Avocados From Mexico wants to get in on the conversation, sure, but they also need to remind people that football parties without guac are a fumble.
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The Challenge
Without a Super Bowl spot in the mix for 2025, we knew our client needed an innovative way to reach a wider audience, break through the noise around the game, and remind fans that guacamole is a game day necessity.
The Solution
We developed and launched The Guacline, an AI-powered interactive platform where fans could receive a personalized video call from NFL legend Rob Gronkowski (Gronk) and get a custom guacamole recipe.
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The tech
We used generative AI to:
- Create a hyper-personalized, lifelike digital avatar of Gronk.
- Merge text-to-speech technology, facial mapping, and dynamic body gesture synthesis to create a seamless one-to-one user interaction that felt human and entertaining.
- Deliver a pre-approved, brand-safe experience on every call that dynamically inserted the user’s name into the dialogue.
The campaign not only drove engagement, but demonstrated the potential of AI to power consumer intimacy at scale in a safe and culturally relevant way.
Key Goals
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1
Create an industry first using AI to drive headlines and earned coverage for Avocados From Mexico.
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2
Drive brand relevance and guacamole consideration in the lead-up to the Super Bowl.
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3
Leverage Gronk’s personality to create a culturally resonant AI experience.
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4
Generate social engagement during peak Super Bowl conversation with less media spend.
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Results
The Guacline outperformed key benchmarks for engagement and earned visibility with:
- Average session duration exceeding 6 minutes
- Over 1 million website visits
- 463 million earned impressions
