IRVINE, Calif. – April 14, 2015 — Hass Avocado Board (HAB)’s Love One Today® campaign, led by FoodMinds with PadillaCRT and Sterling-Rice Group (SRG), was honored by PRWeek magazine in New York City at the PRWeek U.S. Awards 2015, as one of five finalists for the Product Brand Development Campaign of the Year.
Regarded as the Oscars of the industry, the PRWeek Awards honor the best work, professionals, companies and agencies in the communications industry across 35 competitive categories every year.
The Product Brand Development Campaign of the Year recognizes outstanding success in the ongoing development, repositioning, reinvigoration, or relaunch of an established consumer brand (either a product or a service) through the use of PR. After entries are submitted, a panel of judges begins a thorough process that includes pre-scoring to select a top 10, subsequent deliberation to choose the five shortlisted finalists, and the ultimate decisions of each winner and honorable mention.
“It’s a great honor for the Love One Today® campaign to be recognized by PRWeek,” said Emiliano Escobedo, Executive Director at HAB. “The campaign is rooted in a pipeline of proprietary research supported by HAB that began four years ago. Today, HAB’s commitment to nutrition research continues to grow and Love One Today® is a perfect vehicle to bring findings to life and drive demand for avocados.”
Love One Today® is a science-based food and wellness education program that encourages Americans to include fresh Hass avocados in everyday healthy eating plans to help increase fruit and vegetable intake and as a delicious, cholesterol-free, whole food source of naturally good fats. The program has been a hit with consumers and with industry support it will only help grow the category even more. HAB is dedicated to understanding avocados’ health benefits and industry trends to better market to an increasingly nutrition-focused audience.
HAB developed a distinctive mark to support the Love One Today® program that provides a call to action that communicates simple but relevant nutritional benefits that give consumers permission to love avocados every day. The mark is available at no cost for the industry to use in marketing to promote fresh Hass avocados such as in packaging and other communications. Learn more about how Love One Today® may help marketing and merchandising strategies yield better results.
About the Hass Avocado Board
The Hass Avocado Board (HAB) is an agriculture promotion group 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 HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Funding for HAB comes from Hass avocado producers and importers in the United States.
In 2010, HAB established a nutrition research program to increase awareness and improve understanding of the unique benefits of avocados to human health. For a comprehensive collection of published nutrition and scientific literature, authoritative reports and other articles on or related to avocados, their nutrients and eating patterns that include them, visit research.loveonetoday.com.