OBJECTIVE: No brand in the “fresh category” had ever been a part of—much less, attempted to take over—the advertising circus during the richest environment for any brand to experience, the Super Bowl. Our task was to gain share of voice and a ton of people buying their share of avocados for pre-game guacamole for Super Bowl XLIX (2015).

OVERVIEW: Working closely with GSDM, Ketchum, and four other multimedia agencies, Woodworks Communications Founder Shawn Paul Wood led the digital and creative experience and national engagement for the brand and humanized the Avocados from Mexico mascot, “Avo Man.”

OUTPUT: Vanity metrics being what they are, we earned 1.6 BILLION impressions! Additionally, the 3rd Quarter advertisement trended number one in 27 major and large markets, was given the distinction of the Number 2 Super Bowl ad via USA Today/AP poll and earned a retweet from the White House. Just another day’s work.