Tuesday 26 May 2020
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LERMA Wins Silver REGGIE for Avocados From Mexico Campaign

LERMA Wins Silver REGGIE for Avocados From Mexico Campaign

Association of National Advertisers REGGIE award recognizes best brand activation marketing campaigns

LERMA, a Dallas-based next-generation communications agency dedicated to creating disruptive and impactful content for multicultural America, is proud to announce the agency is the recipient of the Silver REGGIE Award for the Avocados From Mexico (AFM) Campaign for their innovative use of marketing technology. LERMA collaborated on the campaign with 270B, another exceptional digital ad agency. A total of 69 gold, silver and bronze awards were presented to top agencies and brands for the best brand activation marketing campaigns of 2019 across 23 different categories.

LERMA and 270B earned the recognition for the 2019 Super Bowl Digital Activation “Anything For Avos” that included an integration of IBM Watson Artificial Intelligence within the marketing campaign.

The 2020 REGGIE Award Winners were announced on May 15 at an exclusive virtual event attended by hundreds of industry marketers. Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best brand activation marketing campaigns activated by brands and agencies.

Achieving a REGGIE Award signifies powerful work selected by a jury of more than 200 industry leaders as a best-in-class example of Brand Activation—marketing that both builds a brand’s image and drives a specific consumer action through one or more of six identifiable disciplines. These disciplines help bring a brand to life by connecting and interacting with the consumer on a personal level.

Aldo Quevedo, Principal Creative Director at LERMA, stated,  “The idea behind this campaign was that humans would do anything for an avocado. So dogs are training their humans to do their favorite trick, including adopting them! We partnered with and used IBM Watson to match the type of dog to their prospective owners based on preference and lifestyle, down to the zip code.

“Watch the case study and how  we used IBM’s Watson…

“Avocados From Mexico tries to incorporate a component of doing good for the community, so in this case aside of partnering with, the brand also supported the Canine Companions for Independence organization.

“We are so proud of this work especially, because it combined a great idea that also moved the needle for our client, as it garnered over 4 billion impressions, #AvocadosFromMexico was the most used hashtag during the Super Bowl, and more importantly purchase consideration for the brand increased, even months after the game.

“We are thrilled to receive this recognition from the ANA. Winning a Silver REGGIE for Innovative use of Marketing Technology shows us we’re on the right path, balancing ideas and great results for our clients. We couldn’t be more excited!” 

LERMA is a Next Generation communications agency that is at the forefront of business trends, technological advancement, and consumer’s ever-changing relationship to brands. For the past 10 years the agency has made clients and their brands win in the U.S. marketplace by uncovering untapped business opportunities, establishing meaningful connections, and developing creative that is loud and clear. That is, creating meaningful communications that disrupt convention and have a clear and relevant message for consumers. The agency’s work includes award-winning campaigns for Keurig Dr Pepper, The Home Depot, BanCoppel, Ocean Spray and Southwest Airlines.


We are hardcore anthropologists and technophiles. We live on the forefront of culture and technology not because we have to, but because it’s in our DNA. It is this insatiable appetite for what’s next that shapes everything we do from traditional to digital.