One fresh produce association is spending $1 million to spread the word that fat isn’t all bad.

The Mexican Hass Avocado Importers Association is playing all its cards — TV product integration, print advertising, digital advertising, point-of-sale materials, contests and social media initiative — to get its nutrition message heard.

Avocados make The Biggest Loser

Courtesy MHAIA

A secondary display for retail promotes the Mexican Hass Avocado Importers Association's sweepstakes in conjunction with its "The Biggest Loser" sponsorship.

The Baltimore-based association is sponsoring the March 16 episode of NBC’s “The Biggest Loser” that will include a verbal mention, a product shot and brand messaging about the nutritional attributes of Avocados from Mexico.

“Avocados have fat, but we’re trying to promote that they have the good fat in them, the fat of a good diet,” said Jacqueline Bohmer, marketing director for the association.

In the episode, Bob Harper, a fitness trainer on the show, will suggest avocados in turkey sandwiches or with caprese salad specifically while working with one of the teams. He also mentions that three slices of avocado is considered a serving, and has 50 calories.

“They end up making a turkey sandwich, then they sit down and eat it and enjoy it because it’s so good,” Bohmer said.

Bohmer said since the Hass Avocado Board has been tracking the avocado market it has grown an average of 13% per year, but that a significant effort is needed to reach consumers who still aren’t trying the fruit.

“Avocados are doing well, but in order to break the market or talk to folks who might not have tried the fruit, we have campaigns with different messages. This particular message addresses fat,” Bohmer said.

In addition to the on-air time, the association is also launching a print and digital advertising campaign with retail displays, a promotional contest and social media components.

Prevention, Health, Cooking Light, Everyday Food, Weight Watchers, Eating Well and Shape magazines will have print advertisements in March that urge consumers to watch “The Biggest Loser”, and to participate in an MHAIA-hosted sweepstakes to win a trip to “The Biggest Loser” ranch. In-store displays that went up at the beginning of March also highlight the sweepstakes.

That’s not the only thing consumers can win from the association. During what MHAIA is calling a watch part on Twitter tonight, people who tweet one of Harper’s avocado suggestions to @amazingavocado, MHAIA’s Twitter page, will be entered to win a new book from Cheryl Forberg, “The Biggest Loser’s” nutritionist.

March 15, the association hosted a Q&A session on Twitter with Forberg.

The show airs at 7 p.m. Central on NBC. A public service announcement on the importance of parents modeling healthy eating habits, including eating fresh fruits and vegetables, is also set to run on the NBC Web site during the show.