What do Kristin Chenoweth, talking dogs, an interactive digital platform, and the Super Bowl all have in common?

Avocados, apparently.

Irving-headquartered Avocados From Mexico (AFM) has announced major plans leading up to the fifth rendition of its Big Game advertisement set to air during the Super Bowl on Sunday, Feb. 3. The past four years, AFM says it’s told stories of its namesake superfood’s versatility, seasonality, and health benefits.

But this year, between a celebrity endorsement, partnerships, and an online hub, the brand intends to remind consumers of an overarching message: ‘Avocados From Mexico are Always Worth It.’

The avocado has garnered its fair share of recognition in the past few years—there’s entire restaurants dedicated to the fruit—as it’s morphed from a tasty snack into a trendy accessory.

AFM, a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association, even opened a Culinary Innovation Center at its Urban Towers HQ for professionals interested in learning more about how to prepare an avo-centric meal.

AFM says that its imports of Mexican avocados are currently at record highs, with the biggest day for consumption in the U.S. coinciding with the biggest game in football. The brand predicts imports will reach 217 million pounds by the end of January, up 16 percent from this time last year.

That’s a lot of guacamole.

Avocados From Mexico goes digital

To emphasize the value of the product in the new campaign, AFM is offering access to its Big Game digital hub, ‘Anything for Avos.’ Through the 20 different activations housed within a multi-experience platform, avo fans can access everything from game day recipes to interactive content. The brand says that its various touchpoints within the digital ecosystem all communicate that avocados are ‘Always Worth It,’ but in a more fun, innovative way.

“Our idea for this year’s Big Game campaign is that avocados are so desirable that people will go to great lengths for them and, as our fans have come to expect, we’re displaying this with our classic humor on Anything For Avos,” Ivonne Kinser, head of digital for AFM, said in a statement. “We hope this entertaining digital experience we’re launching ahead of our spot will make consumers even more excited for what is to come during the Big Game.”

[Photo: Courtesy AFM]

The main feature of the platform is centered around the breaking news that technology has been developed that allows communication between humans and canines. The fictitious (obviously) concept was created in partnership with The Onion, a media company that publishes satirical articles, and will feature doggy anchors explaining the high demand for avocados.

There’s also a ‘Match Dog Com’ integration, where AFM and Adopt-A-Pet have joined forces to pair users interested in adopting with a local pup. Using IBM artificial intelligence, the program bases avocado and lifestyle preferences on which dog would be the right fit in the Adopt-A-Pet database.

And, in collaboration with Inmoji, users can turn their selfies into clickable emojis equipped with avocado alterations.

Kristin Chenoweth is singing for avocados

The star of this year’s Avocados From Mexico’s Super Bowl campaign is actress and singer Kristin Chenoweth—the first female celebrity to make a cameo in the ad.

https://youtu.be/45bgw4aUEVI

In-tune with the dog theme, a teaser called ‘Chorus’ was released that features Chenoweth teaching whimpering pups how to sing the catchy AFM jingle. The second teaser is fittingly set to be released during Animal Planet’s Puppy Bowl XV, which airs a couple hours before the real football game.

The final ‘Always Worth It’ advertisement was released online on Jan. 30, and will be played during the second quarter of the Super Bowl.

This article was updated on Jan. 30.