Hass Avocado Board Launches Integrated Marketing Program for 2011 Fall Sports Season

PR, Advertising and Online Programs Combine to Promote Fresh Hass Avocados During Key Period

IRVINE, Calif. (August 24, 2011) – To coincide with the 2011 fall sports season, the Hass Avocado Board (HAB) 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,” said 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,” continued Obregon.

HAB Fall Sports Entertaining

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.

Working with program spokesperson Jay “The Tailgate Guy” DiEugenio, cookbook author and radio show host, HAB has created two avocado-centric recipes perfect for tailgaters looking to serve up something simple and delicious – Hass Avocado Tailgate Tacos and Grilled Avo Bacon Skewers. These recipes will be featured during DiEugenio’s Tailgate Tour, which will travel to 10 professional football games from August to
October and will include grilling contests and recipe tastings. Additionally, during the tour, DiEugenio will be making media appearances in each of the 10 local markets, and will be featured in a video produced by HAB showcasing grilling tips.

Online efforts will support the overall program by leveraging HAB’s micro site, Sports.AvocadoCentral.com and Facebook page, which will host a “Kick Off with Hass Avocados” recipe contest. The contest will encourage consumers to upload their best avocado “kick off” recipe for a chance to win an all-expenses paid trip for four to the 2012 Rose Bowl Game®. The site also will serve as an online tool for consumers to use for tailgating tips and recipe ideas.

About the Hass Avocado Board
The Hass Avocado Board (HAB) was established in 2002 to promote the consumption of Hass avocados in the United States. A 12-member board representing domestic producers and importers of Hass avocados directs the HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Hass avocados are grown in California and imported into the US from Mexico, Chile, Peru, Dominican Republic and New Zealand.