The Challenge Presented:

Avocados From Mexico set out to bring its Guac Makes The Fiesta platform to life with a bold Cinco de Mayo activation in the heart of New York City at the iconic Hudson Yards. With Taco Tuesday falling on Cinco de Mayo this year, Avocados from Mexico engaged Bastion to bring a fiesta to the streets of NYC to show how Cinco Starts with Guac.

The Strategy Created:

Bastion developed a high-energy experience designed to immerse New Yorkers in the spirit of Cinco de Mayo during a key cultural moment. The program featured a “reverse food truck” inviting guests to bring their own food while Avocados from Mexico topped it with complimentary guac – everything from pizza, bagels to a banana topped with guac!

Partnering with actor and producer Diego Boneta, the activation positioned Avocados from Mexico as the brand that brings the fiesta, while driving strong brand visibility and engagement. Surprise-and-delight cultural moments were designed to add to the fiesta fun including a modern mariachi that played the brand jingle, custom avocado piñatas, a vibrant photo experience and authentic guac, including twists on the classic dip like Hot Honey and Spicy Dill Pickle.

The Strength Achieved:

The activation generated extensive media coverage and social media engagement, including multiple on-site interviews and a feature in ADWEEK. All of this comes in time for the major volume announcement, projecting imports at a record-shattering, estimated 235M+ pounds of Mexican avocados leading up to Cinco de Mayo. The celebration proved that the true, undeniable centerpiece of the fiesta isn’t the drink in hand, but the flavor-packed bowl of guac on the table.