The Mexican avocado industry will spend $2.5 million on television and radio ads in the U.S. in September and October.
Ads will air on general market and Hispanic-focused stations, according to a news release from the Mexican Hass Avocado Importers Association.
Retailers have the option of adding their custom tags at the ends of the radio spots.
The general-market radio spots will run in New York, Chicago, St. Louis, Pittsburgh and eight other major U.S. markets, generating more than 52 million impressions.
Ads on Hispanic radio stations will run in New York; Chicago; Washington, D.C.; Atlanta; Charlotte, N.C.; Raleigh-Durham, N.C.; Boston and Philadelphia, reaching more than 7 million listeners.
Mexico is expected to ship more than 850 million pounds of avocados to the U.S. in 2012-13.