The Hass Avocado Board has enjoyed great success with its campaigns promoting consumption of hass avocados during the weekend of the Super Bowl and during the summer baseball season.
Now, the Irvine, Calif.-based organization is combining the two for one of its biggest marketing campaigns yet.
With the baseball post-season in full swing and both college and professional football going strong, the HAB sponsoring a campaign aimed at increasing avocado sales at a time when supplies are plentiful from multiple countries.
âHABâs targeted promotional efforts surrounding game day entertaining during the fall time frame over the past few years have encouraged demand for hass avocados amongst consumers at the retail level,â Jose Luis Obregon, managing director of HAB, said in a news release. âThis yearâs promotion is designed to extend the strong avocado category performance from last quarter, when retail avocado category dollar sales increased by nearly 11% versus the same time frame the prior year, which is significant considering that the total fruit and vegetable category declined by almost 1%.â
As it has done in past campaigns, HAB has enlisted celebrities in the cause, this time tapping chef Curtis Stone and former Major League Baseball player Ryne Sandberg to serve as spokesmen, according to the release. Stone is culinary advisor on the NBC program âThe Biggest Loserâ and host of TLCâs âTake Home Chef.â He has developed four avocado-centric recipes for game-day entertaining. Heâll also offer tips on working with avocados in videos produced by HAB.
Former Chicago Cubs all-star second baseman Sandberg recently promoted hass avocados through a series of radio interviews.
Additionally, the campaign includes multiple online efforts, direct mailing to key foodservice media and point-of-service materials and information at the retail level.