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To coincide with the 2011 fall sports season, the Hass Avocado Board (HAB) has launched a marketing campaign to encourage the use of fresh Hass avocados during game-day meals.
Themed “Kick Off with Hass Avocados,” HAB’s multi-pronged program includes a 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 microsite and Facebook page. These combined efforts aim to increase avocado sales and strengthen Hass branding during the fall.
The marketing efforts are a joint endeavor among HAB’s principal member organizations, the California Avocado Commission, The Chilean Avocado Importers Association and the Mexican Hass Avocado Importers Association.
HAB’s television campaign includes a 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. The ads will highlight Hass avocados in game-day entertaining and feature professional football player John Lynch. Additionally, FOX Sports will host three HAB-sponsored tailgate events at key college football games during the season to allow fans to sample the 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 – 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.
Sports.AvocadoCentral.com and Facebook page 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. Consumers can share their tailgating tips and recipes on the site.