(Dec. 12) In an effort to encourage consumers to buy more hass avocados for their holiday meals, the Irvine, Calif.-based Hass Avocado Board is expanding its integrated marketing campaign.

“We started with heavy trade outreach and moved to consumers last year with the tailgating campaign between mid-September through New Year’s with college football, which was a big success,” Jose Luis Obregon, managing director, said Dec. 6. “Now we’re building these integrated campaigns that all the other associations can build upon to keep the momentum coming out of the summer into the Chilean and Mexican crops to move the volumes during a traditionally slow period into 19 million-pound weeks.”

Obregon said the latest campaign began after Thanksgiving and will continue to New Year’s Day. He said there are several components to the campaign, including the Internet, TV commercials, point-of-purchase case cards, newsletters, fliers and 30-second holiday-themed commercials airing on in-store radios in 6,800 retail chains and on the Food Network.

The $300,000 campaign will run nationwide. Chris Schlesinger, executive chef and co-owner of East Coast Grill & Raw Bar, Cambridge, Mass., will serve as a media spokesperson for the holiday program, Obregon said.

Hass board expands campaign
A holiday-themed promotion is planned through the first of the year.