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The Super Bowl is getting fresh: Avocados from Mexico, a marketing unit that aims to get more people to eat the main ingredient in guacamole, will run a single 30-second spot at the end of the first quarter of NBC’s coming broadcast of Super Bowl XLIX, and it won’t be making any previews of the commercial available before game time.

The Super Bowl has traditionally represented a way for makers of chips, candy, nuts, soda and beer to hawk their wares. As U.S. consumers begin to place more emphasis on healthy eating, however, the marketing association behind avocados sees a chance to burnish the reputation of its product.

“We are excited to be advertising during the ‘Big Game,’ but more importantly, we’re committed to giving consumers a nutritious way to enjoy game-time, and anytime snacking,” said Alvaro Luque, president of Avocados From Mexico, in a statement. “This ad continues the trend toward good-for-you choices advertised in a big way, and we’re thrilled to be a part of that important shift.” In 2014, both Chobani and Dannon’s Oikos used the gridiron classic to draw attention to Greek yogurt.

Other vendors of good-for-you foods have joined past Super Bowl frays — Wonderful Pistachios tapped Stephen Colbert as its spokesman for two Super Bowl ads last year –but Avocados from Mexico says it is the first fresh produce to advertise in the game. Avocados aren’t packaged, after all, and nuts are “shelf stable,” while fruits and vegetables only last so long.

The marketing operation appears to be interested in taking advantage of America’s increasing avocado appetite.  The amount of avocados imported to the U.S. in January and February is expected to be more than 285 million pounds, the company said, part of a decade-long rise. Sales of fresh avocados are expected to grow 8.1% through 2019, according to data from foodservice market-research firm Technomic.

The avocado marketer did not disclose the ad agency that created its spot, another attempt to keep details from leaking before its TV debut.

The green avocados join what is expected to be a robust roster of freshman Super Bowl advertisers. Among the marketers unveiling a Super Bowl ad for the first time are cruise-operator Carnival Corp.; Super Glue maker Loctite; and Smartphone accessories maker Mophie. An ad for Skittles will also debut in this year’s contest, but the fruit-flavored candy’s maker, Mars Inc., has long run ads in the game.