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(bouncy music)

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- We have to be very innovative
and try to think different

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and outside of the box every time

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to try to reinvent the
programs that we're doing

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to keep on going but at the end,

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what we do is just spend money

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to create a brand and create a category.

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We don't look into sales
or margins or ROI's

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or prices or inventories,

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like you might see another
in other companies.

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We are a company that is
breaking molds every single day.

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And one of them that I
can definitely feel proud

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about is the Super Bowl.

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We were the first produce brand

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to advertise in the Super Bowl.

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- With the next pick in
the first draft ever,

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Australia selects the kangaroo.

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- Yeah I like that pick.

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and Mexico selects...

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Beach, beach, beach, beach.

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- The avocado!

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- Great pick. That makes a ton of sense.

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Rich, volcanic soil.

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- Perfect weather.

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- It'll make avocados
from Mexico the ideal

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year round snack.

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- When we made that decision,

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we only had, at that moment
five months in the job

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that the company was starting

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and it was like the first bold,
big decision that we made.

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And why was that?

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Because we had the data
that told us at that moment

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that it was a great decision, right?

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It's the moment where avocados are very,

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very popular in the US.

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There's a moment where Mexico
is basically dominating

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the market a hundred percent.

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We know that football
and guac goes very well

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So, what better situation can you have,

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that you can advertise to the people

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that are enjoying your
product at that specific time?

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And also as a small brand

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we needed a stage where we
can really make everyone aware

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that we were the number
one brand in the US,

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that we were the number one
program of avocados in the US

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and what better than the Super Bowl.

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And we did it in 2015.

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At that moment, we
thought it was going to be

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a one time thing that we
wanted to just tell everyone

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that we were pressing,

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that we were the big marketer
leaders, but we never thought

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that we were gonna stand out
so much on the digital side

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of the Super Bowl.

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And that became our thing.

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And in the past six Super
Bowls that we've been

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participating in, we've
been the only brand

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to be in the number one or
the number two positions

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in the most effective digital
campaigns for the Super Bowl.

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The Super Bowl ad is my
excuse to create a campaign

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that runs three or four
weeks before the event

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and three or four weeks after the event

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from PR, digital, shopper all related.

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And that's been the magic
of the Super Bowl for us

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that has been so successful.

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This is a tool that is

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gonna continue growing for the future

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and we're using that
more and more to not only

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create brand experiences

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but now the most interesting
one is to create sales

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and that's the new thing that
we have as a company here

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in avocados from Mexico in the past year

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with all the COVID situation
that we have lived.

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And it's how to become
a benchmark in eCom.

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- How we maintain a culture of innovation?

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You know, we have an
extraordinarily creative process

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which is our planning process.

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We spend half of the years, six full month

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innovating, thinking creatively about

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what are we going to do
for the next fiscal year?

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It starts with reviewing
what we did the previous year

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and what worked, what didn't.

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So we really understand the why's.

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And then the second phase
of our creative process,

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which is our planning process
is to come up with ideas

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and ways that are tied to our
strategy that are going to

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drive the business goals
but in very creative ways,

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tons of ideas are coming from
every area of the company.

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And we look at them, we're
talking about 400 slides, texts

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with the vision for the next year

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and then you start picking and choosing

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what are we going to end up executing?

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So the whole process is six months

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and it's one of the most
creative process I have seen.

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- The big objective that
we have as a company

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and is my personal objective
here in the company

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is to become the most
innovative produce company

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in the world and I think that we're going

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the right direction.