Dallas, Texas — Avocados From Mexico has introduced a new promotional campaign tied to the upcoming Big Game, unveiling its Guacamoney Sweepstakes featuring actor and comedian Rob Riggle as the brand’s “Guac Guru.”
The campaign offers one fan $60,000 and free avocados for one year if three specific in-game predictions made by Riggle come true during the broadcast. The sweepstakes runs from Jan. 29 through Feb. 8 at 9 a.m. ET and is designed to connect game-day viewership with avocado consumption through interactive predictions and digital engagement.
The promotion centers on three live-game moments: a team scoring exactly 20 points, a player performing an eating gesture as a celebration, and announcers using the word “guacamole” during the broadcast. If all three occur, one entrant will win the cash prize in recognition of the Big Game’s 60th anniversary.
Avocados From Mexico is positioning the sweepstakes as a way to blend nutrition messaging, entertainment, and social interaction during one of the year’s highest grocery sales periods for avocados and fresh produce.
How the campaign works
According to Alvaro Luque, president and CEO of Avocados From Mexico, the campaign is designed to connect the brand’s product attributes with real-time moments during the game. He said the company aims to highlight the health, flavor, and fun of avocados. Luque added that the promotion also seeks to tap into live viewing behavior and second-screen engagement among fans.
Rob Riggle, who reprises his role as the Guac Guru, framed the promotion as a natural fit for football culture and food traditions, emphasizing guacamole’s place at watch parties and tailgates nationwide.
To enter, consumers must visit AFMGuacamoney.com and submit one entry. The company is also promoting its “Prediction Pit,” an AI-powered experience that lets users interact with a digital avatar of Riggle to predict plays and receive recipe recommendations in real time.
Industry context: gamification meets food marketing
Food brands continue to rely on gamified promotions tied to major sports events to stand out in a crowded advertising landscape. The Big Game remains one of the most expensive moments for CPG marketing. It is also one of the most competitive. Snack foods and produce brands, in particular, use the event to target consumers planning watch parties and group gatherings.
Avocados From Mexico is using live predictions instead of traditional coupons or discounts. The approach emphasizes audience participation and real-time outcomes rather than pre-set rewards. The inclusion of an AI-driven “Prediction Pit” reflects a broader shift toward interactive brand experiences. These experiences combine entertainment with product discovery.
Why it matters
Avocados From Mexico’s Guacamoney Sweepstakes reflects a growing trend in CPG marketing: blending nostalgia, celebrity partnerships, and gamification into seasonal campaigns. Instead of relying solely on television ads, brands are building promotions that encourage second-screen engagement and social participation.
This strategy reflects a broader shift toward experiential marketing. In these campaigns, consumers interact with brands during cultural moments instead of passively viewing ads.
For food and ingredient brands, especially those linked to entertaining occasions, campaigns like this highlight the value of live events. They show how real-time engagement can reinforce product relevance. These efforts can also drive digital traffic and support data collection.
Editor’s note: Source86 perspective
For food manufacturers and private label brands, the Guacamoney Sweepstakes highlights how seasonal promotions are becoming more interactive and data-driven. Campaigns tied to major events like the Big Game increasingly rely on digital platforms, influencer personalities, and real-time engagement rather than traditional print or static promotions.
At Source86, we help brands prepare for these moments through bulk ingredient sourcing, private label production, food safety oversight, and supply chain coordination. We support both limited-time promotions and periods of increased seasonal demand. Our network connects manufacturers with the resources they need to maintain consistent quality. This ensures brands can deliver when consumer attention is at its highest. Let’s talk.
FAQs
It is a promotional contest from Avocados From Mexico offering one fan $60,000 and free avocados for a year if three game-day predictions come true during the Big Game broadcast.
Fans can enter by visiting AFMGuacamoney.com between Jan. 29 and Feb. 8 at 9 a.m. ET and submitting one entry.
Actor and comedian Rob Riggle appears as the brand’s “Guac Guru,” delivering the predictions and promoting the sweepstakes through digital and social media channels.
It demonstrates how food brands are using live sports events, celebrity partnerships, and interactive digital tools to drive engagement and connect products with cultural moments.
