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NEW YORK -- Hass Avocados from Mexico has produced an innovative new television and radio tour featuring celebrity chef Wayne Harley Brachman giving fast and easy party snack tips for Super Bowl Sunday, and beyond, to NASCAR driver Dave Blaney.
In what may well be a television first, the pairing of Brachman and Blaney was not only a strategic success, but a broadcasting one as well. The unique combination prompted 33 television and radio producers to book the segment.
Brachman appears on The Food Network and is a best-selling cookbook author, while Blaney drives the No. 32 HassCar for Hass Avocados from Mexico's NASCAR sponsorship.
"Adding Dave Blaney into the television and radio segments was an ideal way to integrate our NASCAR program with our chef outreach and our retail program," said Chris Tully, of the Garden City, New York-based Preston Tully Group, agency of record for Hass Avocados from Mexico M.H.A.I.A. "Having the driver and chef together in the spotlight gives us increased marquee value as well as a means of weaving our brand messages together seamlessly."
The Preston Tully Group has leveraged the NASCAR sponsorship into a retail program that includes POP, a display contest, and retail support.
Blaney's presence in TV and radio interviews will extend added value to retailers who have signed on to the race-themed promotions.
The premise of the segment has Brachman, whose book "See Dad Cook" is just out, teaching his pal Blaney how to create snacks that are so simple even dads can make them. In addition to positioning Hass Avocados from Mexico as an ideal ingredient for football parties, the television and radio interviews extended the product's uses to parties around the Daytona 500, in which Blaney will be racing.
The broadcast segments will be posted, along with those of three past seasons, on the Hass Avocados from Mexico Web site, www.mexhassrecipes.com.