Avocados From Mexico has again partnered with Old El Paso on promotions leading up to the Super Bowl.

Through Feb. 4, efforts to drum up awareness and sales for both brands will include blogger outreach, co-branded bins, point-of-sale materials, social media promotions and coupons, according to a news release. Shoppers will be able to save $1 when they purchase an Old El Paso dinner kit and two avocados.

Other components of the campaign will be recipes, applications that facilitate buying avocados and Old El Paso items online, and in-store radio advertising.

“The Big Game is one of the largest home entertainment events that bring people of all backgrounds together to celebrate and feast on mouth-watering guacamole spreads,” Maggie Bezart-Hall, vice president of trade and promotion for Avocados From Mexico, said in the release. “We are looking forward to joining forces with our longtime partner Old El Paso to help every Big Game event across the U.S. celebrate with our Guac Nation program to not only elevate the taste experience but also drive demand for our retailers by emphasizing the versatility of avocados during a key consumption period.”

The companies aim to reach consumers before shopping, in-store and after hitting the store.

“We want this to be a seamless omnichannel experience,” Dianne Le, senior manager of national shopper marketing at Avocados From Mexico, said in the release. “Through activating across paid digital and social channels, we remain at the forefront of the produce industry, offering value to shoppers, bringing innovation to the category, helping deliver a shopper-centric solution for their Big Game spread while driving conversion at retail.”

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