Hass Avocado Board Unveils Nutrition-driven Platform
The Hass Avocado Board (HAB) has peeled into a new, multi-year, science-based food and wellness education program. Titled “Love One Today,” the program encourages Americans to include fresh Hass avocados in everyday healthy eating plans to help increase fruit and vegetable intake and as a delicious, cholesterol-free, whole food source of naturally good fats.
The graphic mark and marketing campaign debut at the Academy of Nutrition and Dietetics’ annual Food and Nutrition Conference and Expo (FNCE) to be held Oct. 19-22 in Houston. The campaign will be rolled out broadly to health professionals and consumers in the fall through multiple program activations.
The Love One Today positioning was selected by the Irvine, Calif.-based HAB after concept testing with consumers earlier in the year. Brought to life visually as a distinctive mark with the words “fresh avocados” and nutrition benefit messages “naturally good fats + cholesterol free,” Love One Today is designed to provide a clear and simple unifying nutrition message and call to action to target audiences.
The Love One Today graphic mark is envisioned to be complementary to the marketing materials of HAB member organizations, retailers and foodservice operators. The industry is encouraged to learn more about it and use the mark to promote the nutritional benefits of fresh Hass avocados.
The program is featured on www.loveonetoday.com for health professionals, and will also be supported through targeted outreach to the health professional/registered dietitian community and a recipe contest for dietitians who are part of the dietary practice groups in the Academy of Nutrition and Dietetics; a consumer public relations campaign; social media; trade advertising; and a Spanish version of the Love One Today website with resources.
HAB provides industry members and stakeholders with resources that they can use in their day-to-day business operations including retail data research, consumer usage and attitudes research via semiannual tracking studies and consumer insights, all of which are available at www.hassavocadoboard.com.