The 2010 spring Avocados from Mexico advertising campaign in the U.S. will tip off using the national college basketball tournament as the launching pad.

Mexican avocado growers, exporters to launch spring campaign

The Avocado Producers and Exporting Packers Association of Michoacán (APEAM) will combine basketball-themed point of sale cards and retailer-specific contest displays with English and Spanish language radio, television and online advertising in Dallas, Houston, San Antonio and Chicago, according to a news release.

The six weeks of broadcast commercials will air in flights.

The campaign will begin simultaneous with the National Collegiate Athletic Association’s tournament, according to the news release, and will conclude just before the Mexican holiday of Cinco de Mayo.

“We expect avocados from Mexico will have another record season to further solidify our position as the avocado market share leader in the United States,” Emiliano Escobedo, marketing director for APEAM, said in the release. 

In addition to the basketball promotion and radio, television and online advertising, the campaign will make use of in-store promotions, display advertisements in national magazines and other merchandising efforts, the release said.

Mexico is unique in that its avocado industry has the luxury of four blooms annually and, accordingly, year-round crops. APEAM members produce the largest percentage of avocados consumed in the U.S., according to the release.