The campaign, “Monumental Taste,” will include billboards near retail outlets, radio and in-store signage in markets including New York, Philadelphia, Chicago, Los Angeles, San Diego and Sacramento, according to a news release from the Washington, D.C.-based commission.
The campaign’s public relations efforts include a partnership with a Los Angeles-based Peruvian chef and an event at La Mar, a Peruvian restaurant in New York.
In addition, the commission plans to launch a new website, www.avocadosfromperu.com. The site features dozens of recipes and a nutrition section.
Peru is expected to ship about 60 million pounds of avocados to the U.S. from June through September, according to the commission.
In 2011, the first year Peruvian avocados were allowed into the U.S., product did not arrive until later in the summer.