Avocados From Mexico Deploys AI 'Guac Guru' Rob Riggle for Real-Time Big Game Predictions

Avocados From Mexico® (AFM) has unveiled its digital marketing strategy for the upcoming Big Game, launching "Prediction Pit," an immersive AI-powered activation featuring a digital avatar of comedian Rob Riggle.

The campaign represents a significant leap in the brand's use of technology, positioning AFM as the first fresh food brand to integrate instant sports big data into a consumer-facing predictive tool.

The Technology: Dynamic AI Simulation

Developed in partnership with digital agency 270B and sports data provider SportsDataIO, the platform moves beyond static forecasting. The predictive AI system runs 10,000 play-by-play simulations for every game, dynamically updating probabilities, averages, and player projections in real-time as variables such as weather and depth charts shift.

To deliver these insights, AFM captured content with Rob Riggle to produce a hyper-realistic "Guac Guru" avatar capable of delivering live football predictions and personalised interactions.

Consumer Engagement Architecture

The activation is designed to capture the "second screen" audience—citing data that 88% of Americans use a secondary device while watching sports. The platform offers two distinct modes of engagement:

🏈 Always-On Predictions: Users can generate personalised prediction videos tailored to their name and favourite team at any time, designed for social sharing.
📱 Live Game Predictions: During key playoff matchups and the Big Game on 8 February, fans can interact with the Guac Guru in real-time to predict quarter-by-quarter plays, with opportunities to win "avocados for a year."

Live Activation Schedule:

Jan. 17 (8 p.m. EST)
Jan. 18 (6:30 p.m. EST)
Jan. 25 (Both Playoff Games)
Feb. 8 (The Big Game)

Culinary Integration: 32 Team Recipes

To convert digital engagement into product consumption, the platform integrates a culinary component. The Guac Guru provides team-specific guacamole recipes for all 32 professional franchises, customising ingredients to local tastes (e.g., Pimento Cheese for Atlanta, Burnt Brisket Ends for Dallas).

Alvaro Luque, President and CEO of Avocados From Mexico, commented on the tech-forward strategy: "With Prediction Pit, we're strategically leveraging cutting-edge AI to deepen connections with consumers and inspire guacamole consumption during one of the most exciting times of the year for football fans. By blending real-time football data, technology and the undeniable appeal of our avocados, we're creating an experience that not only engages fans with the sport they love but also enhances their celebration of game day."

Rob Riggle added: "Think of me as your gameday analyst who takes his guac as seriously as his stats. And trust me — this is just the beginning. I'll be dropping fresh predictions all season long."