The Hass Avocado Board (HAB) along with the California Avocado Commission and the Chilean Avocado Importers Association have reported a successful “Kick Off with Hass Avocados” promotion, which encouraged consumers in the US to incorporate the fruit into their sports game-day activities.
According to a joint press release, Kick Off with Hass Avocados was expected to garner 92m impressions through a variety of outreach methods, including advertisements on FOX Sports network television to be viewed 67m times.
The initiative has also been featured in consumer media, in trade journals, on AvocadoCentral.com, through online banner advertising and in point-of-sale materials.
The first of the tailgate events resulted in more than 16,000 people engaging with the Kick Off with Hass Avocado promotion, according to organisers.
One of the central components of this college football-themed campaign is an online recipe contest, “What’s the Official Avocado Recipe of Your Kick Off?”, which ran from 13 September to 25 October.
Along with the online recipe contest, HAB has launched a search-optimised sports website, distributed sports entertaining recipe e-mails, promoted Tyler Florence recipes and webisodes and attracted qualified leads with online advertising including mobile banners and pay-per-click advertisements.
HAB has also conducted a satellite media tour with spokesperson and celebrity chef Tyler Florence promoting Hass avocados as a must-have ingredient for fall sports entertaining menus.
Other media outreach included distributing mat and radio news releases, and a “healthy tailgating” media tour with HAB nutrition experts.
In addition to media outreach, HAB’s merchandising team supported the programme at the retail level by offering Kick Off with Hass Avocados point-of-sale materials that highlight game-day avocado recipes and include information about the recipe contest.
The merchandising team distributed more than 10,000 point-of-sale materials to retailers throughout the US.
With all of these combined efforts, organisers said consumers learnt how Hass avocados can be a great part of any game-day activity.
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