(Jan. 9, 1:10 p.m.) To promote avocados for one of the highest consumption days of the year, the Hass Avocado Board is rolling out a name equal to the occasion.
Shannon Sharpe, a three-time Super Bowl champion and eight-time NFL pro-bowler, has been tabbed to serve as official spokesperson for the boardâs Big Game Day promotion, which ties sales and consumption of avocados â specifically, guacamole â for Super Bowl Sunday Feb. 1.
âBig Game Day is a great time to promote Hass avocados,â said Jose Luis Obregon, managing director of HAB. âWe wanted to relate with somebody who is a legend, well known with football fans.
âIt makes perfect sense to have Shannon Sharpe with us,â Obregon said. âPeople respect him. Heâs a great athlete, and he enjoys our products.â
Sharpe worked with the avocado organization to develop a signature guacamole recipe, Shannon Sharpeâs Hot Guacamole, which is being distributed to consumer media nationwide.
âWe worked with his team to work up something that promotes our product during this specific time of year,â Obregon said.
Sharpe also will participate in interviews with sports media at Raymond James Stadium in Tampa, Fla., in the days leading up to the Super Bowl. Heâll also have a major presence on the Hass Avocado Boardâs consumer Web site, www.avocadocentral.com, where his guacamole recipe will be featured along with an audio greeting. A âHass Timeâ sweepstakes asks consumers to submit videos of their favorite game day recipes. Participants can win one of 10 footballs signed by Sharpe.
The Big Game Day initiative also includes a comprehensive television advertising package on the Food Network, and the board is offering support for retail promotions. Throughout January, the board is offering Big Game Day-themed point-of-sale materials that retailers can order at www.avohq.com.
HAB also is conducting a separate outreach effort aimed at key foodservice media.
âIt really makes sense to continue putting out information and pushing our product,â Obregon said, âespecially when thereâs so much out there going on.â