Promising promotable volumes into spring, Avocados From Mexico has a game plan to boost retail sales and consumption that begins by capitalizing on the popularity of March Madness.

The Los Angeles-based organization plans a broadcast advertising campaign for the spring programs, designed to attract general market and Hispanic consumers, according to a news release from Avocados from Mexico. The program includes online advertising, social media efforts, consumer promotions and in-store merchandising.

Eduardo Serena, APEAM (the Avocado Producers and Exporting Packers Association of Mexico) marketing director, said in the release that volumes were at record highs leading into the Super Bowl and the Mexican association wants to keep the momentum going.

With a March launch, a retailer display contest is set during the college basketball tournament. APEAM has merchandising materials to help retailers create custom displays related to March Madness.

As spring continues, a breakfast campaign is planned. Activities are scheduled to include a consumer sweepstakes on Facebook. A separate promotion to tie-in with an American Egg Board joint coupon is scheduled for April and will include online advertising.

Another spring promotion is aimed at the Hispanic community and features José Hernández, better known as Chef Pepín. Avocados from Mexico plans in-store demonstrations and point-of-sale materials for retailers, plus online ads and recipes from the Chef Pepin.

Promotions are scheduled to continue into summer with chef Rick Bayless showing consumers how to use avocados to enhance their barbecues with avocados from Mexico.