Are you ready for some avocados with your football? In September, the California Avocado Commission, Irvine; the Chilean Avocado Importers Association, Aptos, Calif.; the Mexican Hass Avocado Importers Association; and the Hass Avocado Board, Irvine; will begin a joint promotional campaign, said Jose Luis Obregon, managing director of the board.
Avocado groups have been promoting avocados to sports fans for several years, but this year is different because all four groups will join forces to buy television advertising time during college football games, Obregon said.
The “Kick Off with Hass Avocados” national campaign will run 30-second hass avocado television commercials throughout the college football season, said Maggie Bezart, marketing director, CAIA.
The spots will run on Fox, FX, and Fox Sports. Radio spots also will air in major cities in the western, central and eastern U.S., Bezart said.
The campaign also will include a recipe contest with a trip to the Rose Bowl for the winner, Obregon said.
“The Tailgate Guy,” Jay DiEugenio, will be a spokesman and help promote avocados as tailgate fare.
The groups continue to target sports fans because avocado marketers so successfully established avocados as a Super Bowl party staple, Obregon said.
“At a Super Bowl party, you have to have guacamole,” he said.
They’re working now on positioning hass avocados as a must-have item for all sports gatherings.
“If people sit down to watch a game on TV, we want them to have a reason to go out and buy avocados,” Obregon said.
CAIA will sponsor a display contest featuring the “Score Big with Chilean Avocados, Grab Some for the Display” theme, Bezart said.
New posters and signage with quick response codes will be available. Each produce manager entering the contest will win a prize. Outdoor billboards in major cities in the western U.S. will advertise the promotion.
Beginning Sept. 16, CAIA will run a produce and grocery in-store co-marketing program offering point-of-sale materials, social media publicity and cobranding for the 2012 Tostitos Fiesta Bowl, Bezart said.
Shoppers can win prizes by using their smartphones in stores to scan QR codes on the POS materials and on Chilean avocado and Tostitos retail bins.
Consumers also will be able to enter online at www.chileanavocadoloversclub.com for an all-expenses-paid trip for two to the Fiesta Bowl game or for one of 44 retailer-specific $500 gift cards.
The grand prize winner will be announced on Nov. 15, Bezart said.
The social media aspect of the campaign will include a Chilean Avocado Lovers Club mobile-phone-friendly site, Facebook and Twitter accounts, new recipes, videos, coupons, games, weekly contests and other promotional tools.
Fort Worth, Texas-based Fresherized Foods promoted its Wholly Guacamole products for “Homegating” last year.
The company plans to use the theme again this season to encourage football fans having watch parties to serve guacamole as a dip and as a topper for hot dogs, grilled chicken, and hamburgers, said Tracey Altman, vice president of marketing.
There will be a Homegating Facebook game with prizes, including televisions and groceries. The game will be a matching game that helps consumers learn about different ways to use guacamole.
“It’s not just a dip, and it’s not just for dinner,” Altman said.