A new Avocados from Mexico promotion targets college football fans.

The group has collaborated with Ro*Tel, a ConAgra foods brand, for its “Hungry for Football” promotion, according to an Avocados from Mexico news release.

The campaign, set to run from Sept. 8 through Dec. 15, will include contests, social media and TV ads that will run during football games.

In one promotion, consumers who buy three Mexican avocados will get a can of Ro*Tel diced tomatoes free.

Retailers will be eligible for prizes in a display contest, and every contest entry will receive at least a $25 gift card. Avocados from Mexico has designed special signs and bins for retailers to use in their displays.