(Feb. 6, 9:45 a.m.) The Mexican Hass Avocado Importers Association has some bright ideas for avocado promotions.

The group launched a new promotions campaign, “Amazing Avocado,” along with a new Web site, www.amazingavocado.com, in early January.

This is a key time of year to help boost consumption, said Jason Stemm, account group supervisor for New York-based Lewis & Neale Inc., which handles public relations for the group.

Some consumers still view avocado purchases solely for special occasions like the Super Bowl, Cinco de Mayo and entertaining.

“We are trying to bring more everyday purchasers into the fold by showing them easy ways to add avocados to home meals,” he said.

The new Web site has improved navigation and more features for MHAIA members, retailers, the media and consumers.

An advertising campaign with an avocado shaped into a light bulb also points to the site.

The ads are running now in targeted markets on the East Coast and regionally in consumer magazines, Stemm said.

“We tried to use messaging to convey the versatility and health,” he said. “We found, among occasional users, they would consume avocados more regularly once they found out about all the ways they can be added to meals and the nutrients they contribute.”

To support the campaign, retailers have point-of-sale materials featuring a promotion called “Amazing Salad,” which gives consumers ideas for avocados beyond guacamole.

Retail support also includes the “Ripe Pick” promotion, which has take-ones that help consumers know when an avocado is ripe. That promotion also includes education and training for store employees.