Avocados From Mexico® Makes Guac the Ritual That Kicks Off College Football Saturdays with "Saturdays Start With Guac"

DALLAS, Sept. 30, 2026 /PRNewswire/ -- Every college football Saturday has its rituals, from the tailgate to kickoff, and across more than 1,600 games this season, Avocados From Mexico wants guacamole to be the one that signals the game is on. The number one selling avocado brand in the U.S. is launching "Saturdays Start With Guac," a season-long omnichannel campaign featuring on-campus experiences across the Southeast, weekly digital prize drops, Fanatics game day gear savings and a chance to experience the championship game from the brand's Guac Box Suite.

Bringing that game-day ritual to life, the campaign is anchored by "The Sound That Starts Saturdays," a new :30 spot that turns the chop, mash and mix of making guacamole into a full marching band anthem for game day, in addition to returning as the ESPN halftime sponsor. Avocados From Mexico is also showing up where Saturdays matter most. The Southeast is home to some of college football's most passionate fan bases, so the brand is hitting the road with the Saturdays Start With Guac College Sampling Tour, an immersive game day experience visiting eight campuses across the Southeast through Nov. 27, alongside partnerships with the University of Florida and the University of Georgia.

"For college football fans, every Saturday matters, and every great game-day ritual needs something that signals it's gametime. That's where guacamole comes in," said Alvaro Luque, president and CEO, Avocados From Mexico. "'Saturdays Start With Guac' is built around that idea. This season, we're showing up everywhere fans are, from their Instagram feeds to the produce aisle, so avocados land in the cart before the weekend, the guac gets made before kickoff and the bowl is on the table when the game starts."

Game Day Gear from Fanatics in the Produce Aisle

To get fans ready to start their Saturday with guac, Avocados From Mexico has teamed up with Fanatics to turn a trip to the produce aisle into a head start on game day gear. Fanatics' audience network will carry the offer across display placements online, reaching college football fans by their sports-related behavior and location while they browse their favorite sites and apps.

Stocking up on avocados comes with a bonus this season, and an even bigger basket opportunity. According to Numerator shopper data, average basket size increased 47% when avocados were added during football season. Two offers running at participating retailers:

• Spend $10 on Avocados From Mexico and receive a $10 Fanatics promo code Oct. 19 – Jan. 15. Scan the QR code on in-store displays or online at scorewithguac.com, and upload a photo of your receipt to unlock a Fanatics promo code and a guac recipe, then redeem it for game day gear.
• Purchase Avocados From Mexico thematic bag highlighting "Saturdays Start With Guac" football campaign and receive $1.50 cash back, Nov. 2 – Jan. 25. Scan the QR code on the bag and upload a photo of your receipt.

A New "Guac Drop" Every Saturday

Every Saturday through Nov. 21, Avocados From Mexico will reveal a Guac Drop: a new round of game day prizes* unveiled on Instagram. Prizes include $100 Fanatics gift cards, a Nomad grill, guac-themed cornhole and tailgate upgrades like the Guacket, a wearable guacamole holder that keeps hands free for cheering.

To enter, fans can follow @avocadosfrommexico on Instagram, find that Saturday's Guac Drop post and follow the entry instructions.*

Every weekly entry also counts toward the season's Grand Prize: a hosted Guac Box Suite experience at the college football championship game in January. Fans can enter the Grand Prize sweepstakes directly at avocadosfrommexico.com/college-football through Dec. 4.

Ending the Season in the Guac Box

It all builds to the Guac Box Suite, a fully branded, guac-themed suite where Avocados From Mexico hosts fans for the college football championship game. Following its debut last season, the Guac Box Suite returns for 2027, now expanded to two premium suites at Allegiant Stadium in Las Vegas, host of the championship on Jan. 25, 2027. The fully branded, guac-themed suite offers an elevated, immersive experience for one lucky Grand Prize winner and a guest to end the season the same way every Saturday started: with guac. As the Official Avocado of Allegiant Stadium, Avocados From Mexico will also light up the stadium's exterior LED screens and highway marquee Jan. 22-24.

Whether it's a noon kickoff or a prime-time rivalry, Avocados From Mexico wants every Saturday to start the same way: with a fresh bowl of guac. For weekly Guac Drop details, sweepstakes entry and game day recipes, visit avocadosfrommexico.com/college-football.

*NO PURCHASE NECESSARY. Open to legal residents of the 50 U.S./D.C., 18+ (19+ in AL and NE). Sweepstakes ends 12/4/26 at 11:59 p.m. CT. See Official Rules at https://avocadosfrommexico.com/college-football. 

About Avocados From Mexico

Avocados From Mexico is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. Under agreements, MHAIA and the Association of Avocado Exporting Producers & Packers of Mexico (APEAM) have combined resources to fund and manage Avocados From Mexico, with the intent to provide a focused, highly-effective and efficient marketing program in the United States. Avocados From Mexico is headquartered in Irving, Texas.

Media Contact: 

Susana Pastrana
Susana.Pastrana@edelman.com

SOURCE Avocados From Mexico