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NEW YORK, N.Y. -- The Mexican Hass Avocado Importer's Association (MHAIA) said it is putting retail sales in the fast lane, with a unique promotional campaign to drive sales of the popular fruit.
Hass Avocados from Mexico will sponsor celebrity driver Dave Blaney of Braun-Akins Team, who will be driving the branded HASSCAR in four national Busch series NASCAR races in target markets beginning on Sat., July 15, at the New Hampshire International Speedway in Loudon, N.H.
"Tapping into the fast-growing NASCAR phenomenon allows us to reach a large consumer audience, while at the same time offering area retailers a valuable high-visibility promotion -- everybody wins on this," said Chris Tully of Preston Tully Group, the marketing agency that conceived the promotion for Hass Avocados. "The sponsorship will bring the HASSCAR into over 10 million households, and the race and retail program will bring Hass Avocados from Mexico in front of countless consumers."
Hass Avocados from Mexico will leverage the NASCAR/HASSCAR sponsorship through an integrated marketing campaign with retail promotional support that includes: local radio advertising to drive consumer traffic, race themed P.O.S. materials, recipes and a trade sweepstakes. Participating retailers have a chance to win the grand prize of an in-store personal appearance with NASCAR driver Dave Blaney and the HASSCAR itself, offering their consumers a one-of-a-kind brand experience event opportunity. Retailers will also be included in public relations efforts targeting local television and print media.
Following the New Hampshire event, Dave Blaney will race the HASSCAR in Watkins Glen, N.Y. (Aug. 12), Richmond, Vir. (Sept. 8) and Charlotte, N.C. (Oct. 13). For further information, visit www.mexhass.com.