- Avocados From Mexico has teamed up with actor and producer Diego Boneta for a Cinco de Mayo campaign, unveiling five specialty guac recipes, including Hot Honey and Spicy Dill Pickle flavors, under the theme "Guac Makes the Fiesta."
- The U.S. is projected to import an estimated 235M+ pounds of Mexican avocados in the four weeks leading up to Cinco de Mayo, a record-breaking high, making this one of the brand's biggest holiday pushes ever.
- One of the five recipes is "Mama Boneta's Guac," drawn directly from Boneta's family kitchen, highlighting the campaign's personal, culture-forward angle.
- A live Guaco Truck event hits Hudson Yards in New York City on May 5 from 1–4 p.m., where fans who arrive early may have their guac served by Boneta himself.
Avocados From Mexico is making a bold play for Cinco de Mayo by partnering with Mexican actor, producer, and singer Diego Boneta on a campaign that puts guacamole, not margaritas, at the center of the celebration.
The duo has dropped five specialty guac recipes, ranging from a smoky chipotle-based Mama Boneta’s Guac to a zesty Spicy Dill Pickle Guacamole.
Boneta is currently in post-production on El Gato for Amazon Prime Video, also co-founded Tequila De Frente, making this Avocados From Mexico deal a natural fit for his food-and-culture-forward personal brand. He also starred as Fidel Castro in the 2025 political drama Killing Castro alongside Al Pacino.
Much like Adrian Grenier’s partnership with Jarlsberg Cheese, which leaned on a celebrity’s authentic food enthusiasm to anchor a brand moment, Boneta’s campaign leans heavily on family story and cultural identity.
This marks Avocados From Mexico’s first known collaboration with Boneta. The brand has a long roster of celebrity campaign partners, including NFL legend Rob Gronkowski, comedian Rob Riggle, sportscasters Troy Aikman and Erin Andrews, and chef Pati Jinich.
The brand also starred actress Anna Faris in its 2023 Super Bowl ad, its eighth Big Game appearance since becoming the first produce brand to advertise at the Super Bowl in 2015.
Just as Hunter Schafer’s fragrance campaign for Mugler showed how authentic brand alignment elevates a campaign’s cultural impact, Boneta’s personal recipe inclusion here gives this partnership depth beyond a standard spokesperson deal.
CEO Alvaro Luque noted the brand is banking on a cultural shift toward sober-curious celebrations where food, specifically guac, becomes the centerpiece of the fiesta.
Takeaways
This isn’t just a celebrity slapping their name on a product, Boneta is bringing his actual mother’s recipe to the table, which signals a shift toward more intimate, story-driven brand partnerships.
For Avocados From Mexico, tapping a bicultural Mexican Hollywood star for Cinco de Mayo is smart, specific casting. It speaks directly to Latino audiences while also playing well in the mainstream.
And with 235M+ pounds of avocados on the line, this is a high-stakes campaign with serious commercial weight behind it.
With Diego Boneta co-founding his own tequila brand, does partnering with a guac campaign create a unique lifestyle ecosystem or a potential brand conflict? Boneta’s “Mama Boneta’s Guac” recipe adds a deeply personal touch, is authentic family storytelling the new gold standard in celebrity food partnerships?
