To coincide with the 2011 fall sports season, the Hass Avocado Board, Irvine has launched an integrated marketing campaign to encourage consumption of fresh Hass avocados during this key time period. Themed "Kick Off with Hass Avocados," HAB's multi-pronged program includes a broad-reaching television campaign set to air throughout the college football season, a public relations campaign with Jay "The Tailgate Guy" DiEugenio, and an online program that will leverage HAB's Sports.AvocadoCentral.com micro site and Facebook page. All efforts will be aimed at encouraging consumers to incorporate the fruit into game day meals.
"The fall sports time period is always a key one for HAB and its member organizations," says Jose Luis Obregon, executive director of HAB. "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."
The marketing efforts are a joint endeavor among HAB's principal member organizations, the California Avocado Commission (CAC), The Chilean Avocado Importers Association (CAIA) and the Mexican Hass Avocado Importers Association (MHAIA). By promoting Hass avocados as a must-have ingredient for fall sports party menus and offering easy game day recipes to enjoy, these combined efforts aim to increase avocado sales and strengthen Hass branding during the fall time frame.
HAB's television campaign includes a comprehensive promotional partnership with FOX Sports. Fall sports entertaining-themed advertising spots will air throughout the college football season during all of FOX's college football game broadcasts, garnering an estimated 99 million impressions.
"With college football increasing in popularity and networks investing substantial amounts of dollars for the rights to games, there is no better time for HAB to be an integral part of the college football experience," continues Obregon.
HAB's television campaign, which runs from August 29 through December 4, includes thirty-second Hass avocado commercials that will air on FOX Sports Network, FX and regionally on Big Ten Network and Fox Sports South. In addition, 15-second spots promoting the "Kick Off with Hass Avocados" recipe contest featuring a grand prize trip to the 2012 Rose Bowl Game will run both in-game as well as on sports-related programming.
The ads will highlight Hass avocados' versatility for game day entertaining and feature professional football player John Lynch. Additionally, FOX Sports will host three fun HAB-sponsored tailgate events at key college football games during the season to allow fans to sample the delicious fruit.