Just in time for Super Bowl LX, Avocados From Mexico is launching a digital experience that fuses comedy, sports prediction, and your snack table. Enter the “Guac Guru,” an AI avatar of Rob Riggle decked out like a mystical football sage, dishing out both playoff predictions and guacamole recipes. Powered by SportsDataIO and built by agency 270B, the platform—dubbed the Prediction Pit—lets users enter their team and preferences, then serves up a Riggle-voiced, real-time video complete with custom guac ideas tailored to the matchup.
This isn’t Avocados’ first blend of tech and tailgating. After stepping back from traditional Super Bowl ads post-2023, the brand’s strategy shifted to long-tail digital engagement. Last year, it brought fans Rob Gronkowski’s “Buffalo Gronkamole” via AI, and in 2024, users uploaded photos of ingredients to generate dip recipes. Those activations pulled in 2 million views and double-digit engagement growth, giving the brand the confidence to keep going long on AI. CEO Alvaro Luque is clear about the goal: more eyeballs, more guac, more avocados sold.
Of course, using celebrity AI comes with baggage—like making sure your virtual spokesperson doesn’t make dietary suggestions involving glue. Guardrails are essential, says 270B’s CEO Kristian Bottini, noting their AI only talks football. That safety, and the early campaign launch, are part of a broader play to create month-long momentum around game-day snacking. And with Riggle’s familiar voice now predicting touchdowns of guac, it’s safe to say Avocados From Mexico isn’t afraid to lean into the weird—and it might just work.
