The Mexican Hass Avocado Importers Association (MHAIA) has launched a 10-week radio campaign to keep avocados from Mexico uppermost in consumers’ minds this spring. Featuring such 60-second radio spots as “Cooking with Mom” and “Have a Taste,” the campaign encourages listeners to “add a little avocado,” driving them to purchase the fruit at participating retail locations.
The radio campaign runs through May 7 in 13 markets, among them New York, Chicago, Washington and Boston, and will reach more than 54.5 million consumers.
Also this spring, Fallston, Md.-based MHAIA has joined with Corona, the United States’ No. 1-selling imported beer, to celebrate Cinco de Mayo. The partnership, “Add a Dash of Maximo to Your Cinco de Mayo,” offers retailers a multi-department promotion with Cinco-themed retail displays and more than 1 million consumer coupons. More than 5,000 produce department promotion displays have been authorized by retailers, and hundreds of additional Corona front-of-store displays were sold into retailers in March. Target display dates are April 18 through May 5. As well as in-store activities, the program is supported with blogger engagement and via social media on MHAIA’s Twitter feed and Facebook page, along with Corona’s Facebook page. Corona is imported by Chicago-based Crown Imports LLC.
Avocados feature nearly 20 vitamins, minerals and phytonutrients, in addition to the “good” fats, and a three-slice (1-ounce) serving has just 50 calories. The MHAIA offers a variety of recipes and usage tips online.