DALLAS — In celebration of the global soccer season kicking off in November, Avocados From Mexico (AFM) and Takis are launching a ‘Guackeepers Keep it Good’ marketing campaign targeting consumers buying snacks for their soccer watch parties.

According to the 2018 FIFA World Cup Russia Global Broadcast & Audience Summary, 3.5 billion people — almost half of the global population — watched the games in 2018.

World-famous soccer players Landon Donovan and Rafael Márquez have been recruited to be the campaign’s official ‘Guackeepers,’ showing consumers how the pairing of Takis and guacamole made with AFM is a great snack for watching the games.

A Numerator study from May 2021 to May 2022 found that shoppers increase their baskets times 1.8 when they buy avocados with Takis.

To help retailers promote the campaign, AFM and Takis are providing in-store displays with spots to pair the two products together featuring pictures of Donovan and Márquez.

AFM-takis-instore-displaySource: Avocados From Mexico

"What better way to celebrate soccer's biggest event than with the good flavors of AFM and Takis snacks?" said Stephanie Bazan, vice president of shopper and trade marketing for AFM. "Our Guackeepers Keep it Good in-store merchandising strategy is designed to excite the soccer-obsessed and spark good times, elevating sales during this priority time period for our brand."

The campaign will also include coupons, recipe ideas and social media engagement for consumers along with a ‘Guackeepers’ sweepstakes. Shoppers will have the opportunity to enter to win a trip to see any professional soccer game in the United States.

"Watching the world's most intense soccer event wouldn't be complete without the right snacks, which made our decision to partner with Avocados From Mexico the perfect match," said Sandra Peregrina, marketing director of Salty Snacks for Barcel USA. "As our favorite teams get ready to face the intensity of the games, we're excited to invite fans to enter the ultimate ‘Guackeepers’ sweepstakes and take their winning shot at a once-in-a-lifetime experience."