Unicorn Campaign: Hass Avocado with Gina Widjaja

Vox & Coin

In this episode of Unicorn Campaigns, host Dave Valentine sits down with Gina Widjaja, the marketing force behind the Hass Avocado Board’s legendary Super Bowl campaigns. Learn how she transformed a humble fruit into a cultural icon, creating category-wide demand without selling a single product — and made guac as essential to game day as beer and chips.

🥑 In this episode, you’ll learn:

• How Gina took a commodity product and gave it the cultural cachet of a lifestyle brand.

• What it takes to win consumer attention on the biggest ad stage of the year — the Super Bowl.

• Why the Hass Avocado Board’s approach to category marketing is a masterclass in nontraditional strategy.

• How humor, surprise, and strategic storytelling turned avocados into a household staple.

• The measurable brand lift behind emotional, funny, and unforgettable creative — even without a product to buy.

🎯 Whether you’re in CPG, produce marketing, or trying to create brand affinity from scratch, Gina’s insights will reshape how you think about growth, perception, and purpose-driven media.

Keywords for discovery:
Gina Widjaja, Hass Avocado Board, Super Bowl marketing, food & beverage branding, avocado campaign, CPG strategy, category marketing, produce industry campaigns, cultural branding, Unicorn Campaigns podcast, emotional advertising, brand storytelling, demand generation

📲 Learn more about the Hass Avocado Board at https://hassavocadoboard.com and follow Gina’s work redefining how categories create culture.

🎧 Subscribe to Unicorn Campaigns for more behind-the-scenes stories of bold marketing moves that made brands unforgettable.