Hass Avocado Board Announces Game Plan for Moving Unprecedented Fall Availability of Avocados
Irvine, California (October 10, 2006) - Taking a cue from the world of sports, the Hass Avocado Board (HAB) has developed its game plan for increasing consumer demand to meet unprecedented availability of avocados this fall. Expanding on the team player psychology that sparked the inception of HAB, a consumer-focused program highlighting tailgating has been developed. This comprehensive marketing program also represents the first-ever, multi-tiered, consumer-focused HAB promotion.
"Consistent availability of Hass avocados throughout the year provides opportunities as never before to promote avocados in the fall. It was imperative that HAB create a program to elevate consumer demand into the fall season and link fall consumption opportunities with avocados," said Jose Luis Obregon, managing director information technology of the Hass Avocado Board. "The industry is charged with continuing to move record-breaking volume that is between 18-22 million pounds of Hass avocados weekly."
"Tailgating presents an excellent opportunity for us to sustain the momentum of avocado sales built during the summer months right through football season and into the holidays," offered Obregon. "When retailers and consumers think tailgating we want them to think avocados. Our goal is that Hass avocados become synonymous with tailgating just as they are with Cinco de Mayo and the Big Game."
The multi-tiered marketing program includes HAB's participation in Sutter Home Winery's retail promotion, "Tailgating Essentials." Reaching consumers through television, Hass avocados are also featured as a key ingredient for tailgating events on the Food Network's "Hot Trends in Tailgating" custom themed program airing this fall.
"The Food Network promotion is HAB's first venture into broadcast advertising and is a direct outcome of HAB board member input to place increased emphasis on marketing communication during targeted periods such as the fall," said Obregon.
HAB and Scripps Television Network collaborated to develop the 30-minute "Hot Trends in Tailgating" television program offering Hass avocado selection, handling, usage, nutrition, and recipe ideas. This promotion features Hass avocados and two complementary partners, the National Cattlemen's Beef Association and Sutter Home Winery. The program will air on the Food Network and HGTV. These top rated cable networks are available to more than 90 million households in the U.S. In addition to six airings of the 30-minute show on each of the three networks, 30-second Hass avocado consumer advertising spots will run between 60 and 80 times for four consecutive weeks beginning in mid-September on Food Network.
HAB's advertising, public relations, and interactive agencies have integrated the fall tailgating promotions into their respective programs and are working together to cross promote tailgating messages. All promotion collateral pieces, including consumer public relations, will carry the same call to action, "Visit avocadocentral.com for additional recipe ideas and tailgating tips."
Avocadocentral.com will feature a dedicated promotional microsite including tailgating recipes, tips, polls listing rankings of users' top college and pro football teams, and an online only sweepstakes offering the chance to win 10 portable BBQ's. In addition, streaming video clips from the program will run on avocadocentral.com, foodnetwork.com, and hgtv.com.
The recipes demonstrated during the show encourage light, moderate, and heavy avocado users to try new usage ideas as well as create opportunities for new users to see how easy it is to incorporate avocados into their tailgating activities. Featured recipes include: Haute Grilled Avocados, Avocado Potato Salad, Beef and Avocado Wrap, and Home Team Guacamole. All recipes are available at avocadocentral.com/tailgating/recipes.
ABOUT HAB
The Hass Avocado Board (HAB) was established in 2002 after approval by producers and importers of Hass avocados in a national referendum. A 12-member Board administers the program. Over 20,000 producers and 100 importers are involved in the HAB, which covers fresh domestic and imported Hass avocados sold in the U.S. market.
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