Hass Avocado Board Kicks Off Season

$1 million advertising effort is being conducted with FOX Sports for tailgating season.

Published on: Sep 8, 2010
Building on past efforts to support sales of Hass avocados during the fall time frame, the Hass Avocado Board, Irvine will again be implementing a sports entertaining marketing campaign. Set to the theme of "Kick Off with Hass Avocados," the program will encourage consumers to incorporate the fruit into game day meals.

The "Kick Off with Hass Avocados" program will "kick off" in the fall at a time when there is a strong supply in the market from multiple countries of origin. However, it is an umbrella effort that was developed to further tie Hass avocados to sports throughout the year and to support sports-related promotional efforts being conducted by HAB and its member organizations. The effort, developed by HAB, has become an industry-wide promotion with both the California Avocado Commission and the Chilean Avocado Importers Association providing additional funding to expand the promotional impact of the program.

Hass Avocado Board will be working with college campuses to promote Hass avocados as a game day ingredient to college students. HAB has developed two avocado-centric recipes that are ideal for game day meals and will be distributed to media nationwide.
Hass Avocado Board will be working with college campuses to promote Hass avocados as a game day ingredient to college students. HAB has developed two avocado-centric recipes that are ideal for game day meals and will be distributed to media nationwide.

In support of the "Kick Off with Hass Avocados" program, HAB has purchased a million dollar, integrated advertising buy on FOX Sports Net. HAB's sports entertaining-themed advertising spot, which features former college and NFL player John Lynch, will air throughout the college football season during all of FOX's college football game broadcasts. Additionally as part of this buy, Hass avocados will be integrated on-air into FOX's "College Football Magazine" show; sports entertaining-themed online advertising will be promoted on FoxSports.com; and FOX Sports will host HAB-sponsored tailgate events at key college games during the season to allow fans to sample Hass avocado game day recipes.

HAB also secured Food Network chef Tyler Florence as the spokesperson for the program. Florence has starred in a number of well-known cooking shows on Food Network, including "How to Boil Water," a cooking show for novices; "Food 911," his hugely popular "recipe rescue" show; as well as his signature series, "Tyler's Ultimate" and has published multiple best-selling cookbooks.

Florence has worked with HAB to develop two avocado-centric recipes that are ideal for game day meals and will be distributed to media nationwide. He also will be promoting Hass avocados as a delicious addition to any game day menu in media interviews with television outlets in top-tier markets throughout the country as part of a satellite media tour. Additionally, he will be featured in multiple online videos produced by HAB that will be available on HAB's website and promoted through HAB's social media outlets. The online videos will showcase Florence demonstrating both of the avocado-centric recipes and offering quick tips about avocados.

Retailers also will be able drive sales for Hass avocados in their stores by utilizing HAB's "Kick Off with Hass Avocados"–themed point-of-sale materials that highlight game day avocado recipes and include information about HAB's online recipe contest and its prizes.

More at Avocado Central.com