The US Hass Avocado Board has kicked off a multi-platform autumn period sports entertainment camapign to encourage consumers to incorporate Hass Avocados into their game-day meals.
In association with the California Avocado Commission and the Chilean Avocado Importers Association, the “Kick Off with Hass Avocados” drive aims to help boost sales of Hass avocados when there is ample supply in the US from multiple countries of origin.
“This year’s effort continues to support the positive avocado category performance from last quarter, when retail avocado dollar sales increased 12 per cent compared with the same timeframe the prior year,” said José Luis Obregon, managing director of HAB.
“This growth is significant in comparison to the overall fruit category whose dollar sales grew approximately 4 per cent,” Mr Obregon added.
To encourage consumers to buy fresh Hass avocados for all their football tailgating and at-home parties the programme includes a major sponsorship package and promotional effort with TV channel FOX Sports.
Sports-themed TV spots (featuring Hass avocado dishes) will air throughout the autumn and during all of FOX’s college football game broadcasts.
FOX Sports will also host HAB-sponsored sampling events at four key college games during the season to extend the reach of the advertising message and allow fans to sample Hass avocado game day recipes.
This year the AvocadoCentral.com sports entertainment micro site will also building on its previous tailgating and game day themes to deliver a year-round sports entertainment message.
The site provides consumers with useful sports-related recipes, cooking and entertaining ideas, as well as giving consumers an opportunity to create their own AvoManiac (avocado fan) profiles which allows them to save recipes and create menus online.
The online programme will also break new ground this year by featuring HAB’s first-ever viral recipe contest, which asks consumers “What is the Official Avocado Recipe of your Kick Off?”
Consumers can upload photos, write a blog or share a video of their favourite avocado recipe and be entered for a chance to attend the 2011 Rose Bowl Game and receive behind-the-scenes passes to the Rose Bowl Parade, along with a four-night trip for four to Pasadena, Calif.
US celebrity chef Tyler Florence will serve as the spokesperson for the campaign by highlighting his favourite Hass avocado game-day party menus and entertaining tips.
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