Burgers, tacos, soup, salads — you can add California Avocados to just about anything. We put this theory to the test by adding our avocados to all the big game food advertisers. We partnered with a local chef to develop recipes that combined our creamy avocados with the products we knew would be advertised during the game. During the game, every time a commercial ran, we tweeted the recipe videos directly to the advertiser, piggybacking on their social initiatives in the process. Each video featured a clever title playing off the brand’s marketing, like “Avocado the Rainbow” for Skittles and “This recipe’s for you” for Budweiser. Forbes magazine called it “the future of advertising,” but we would have been happy with “delicious.”

Weeks in advance, we worked with California food stylist/chef Cassandre Bailleau to develop each recipe (that's her in each video). Relying on our own tastes to judge, we developed the recipes together. Once we realized how well avocados substitute for butter, we knew we could create some truly appetizing dishes, and we were ready to share them with our fans. There were nine videos in all. In a first for our agency, they were all filmed, edited and produced on location at Yeti, the office's in-house production company. On the day of the Super Bowl, we entered our Super Bowl war room armed with our deliciously snackable videos and our social team. Every time a food or drink ad aired, our social team responded in real time by posting our recipe video and tagging said brand. Conversation sparked? Our team was ready and waiting to respond.

Using Twitter as our only medium, our Big Game Adds got fans, the press and even Super Bowl advertisers themselves to interact with what we were cooking up. The brand saw an 876 percent increase in impressions, with a potential reach of more than 2.7 million people — more than 200 times our organic Twitter audience. To top it off, the campaign generated a 535 percent increase in brand mentions on Twitter, making this Super Bowl one of California Avocados’ biggest days on social ever. Forbes magazine called it “brilliant” and “the future of advertising,” but we would have been happy with “delicious.”

We’ve always believed California Avocados make everything more delicious, and we set out to prove it in a fun, social way. We created nine unique recipes by adding our avocados to every food and drink advertised during the Super Bowl. These snack-sized videos showed our fans that California avocados pair well with even the most unexpected food. Butterfinger and avocado? Trust us, it works.

With a limited budget, we couldn’t afford to target everyone talking about the Super Bowl on Twitter. To gain as much organic reach as possible, we launched a teaser campaign on Facebook, Twitter and Instagram the week prior to the game and encouraged people to follow along on Twitter. Then, to gain momentum and encourage engagement on game day, we built a California Avocado brand target, reaching those with a propensity to love fresh produce and buying local. We then built unique targets for each of the Super Bowl food advertisers we were tweeting. Each tweet was targeted to the food brand’s fans as well as those with behavioral attributes and interests that aligned with each brand. This ensured our tweets were seen not only by Butterfinger fans, for example, but also by those with the characteristics of Butterfinger fans, such as action sports enthusiasts.

Super Bowl Sunday is the biggest day of the year for football fans and advertising alike. It’s also the biggest day of the year for Americans to eat guacamole. So how do we get these fans thinking about California Avocados the same day so many food and drink brands run big game ads? By creating the world’s first #BigGameAdd instead.