The hass avocado industry hopes to score touchdowns this fall by tying their promotions to a big football-themed television and media campaign.
The Hass Avocado Board’s “Kick Off with Hass Avocados” marketing campaign includes commercials scheduled to air nationally throughout the college football season promoting hass avocados as a “must-have” ingredient for fall sports party menus that offers easy game day recipes, according to a news release.
The campaign, sponsored by the California Avocado Commission, the Chilean Avocado Importers Association and the Mexican Hass Avocado Importers Association, also uses cookbook author and radio host spokesman Jay “The Tailgate Guy” DiEugenio, and the board’s sports.AvocadoCentral.com microsite and social media.
The Aug. 29-Dec. 4 campaign has 30-second commercials scheduled to air on FOX Sports Network, the FX network and on the regional Big Ten and Fox Sports South networks. Other 15-second commercials promote the campaign’s recipe contest that will award a trip to the 2012 Rose Bowl Game grand prize.
The commercials focus on hass avocados’ versatility for game day entertaining and feature professional football player John Lynch. FOX Sports will host three board-sponsored tailgate events at key season college football games allowing fans to sample the fruit, according to the release.
“The fall sports time period is always a key one for HAB and its member organizations,” Jose Luis Obregon, the board’s executive director, said in the release. “Such a big part of sports gatherings centers around food, so it’s a perfect time for us to talk about the versatility and health benefits of fresh hass avocados, especially given that there is a strong supply of fruit in the market from multiple countries of origin.”