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The Mexican Hass Avocado Importers Association (MHAIA) is launching a second wave of radio ads this month to keep avocados from Mexico top-of-mind with consumers this summer.
Set to run on over 50 stations across 12 markets nationwide, the two 60-second radio spots -- “Cooking with Mom” and “Have a Taste" -- highlight the avocado’s versatility by inviting the listeners to dress up everyday foods by adding a little avocado to their favorite summer recipes like salads, dips and grilling dishes, while also touching upon the taste, texture and nutrition. .
The summer radio push follows a successful ten-week spring campaign that featured 5,000 produce promotion displays at participating retailers. To support a robust crop and increased consumer avocado usage, the four-week summer ads will run on 54 radio stations in New York, Chicago, Cincinnati, Milwaukee, Louisville, Buffalo, Grand Rapids, St. Louis, Pittsburgh, Memphis, Columbus and Roanoke.
Local retailers interested in partnering with MHAIA will be offered custom tags to help drive consumers to participating retail locations where they can find fresh avocados from Mexico.
MHAIA is spending $1.4 million on radio spots and in-store demonstration support during this early summer campaign. MHAIA will complement this o program with ongoing blogger engagement and through social media on MHAIA’s Twitter and Facebook pages.