Hass Avocados Taps Joe Montana for Big Game Promo

To further boost consumer purchases of avocados, leading up to and during the key Super Bowl sales period, the Hass Avocado Board (HAB) is implementing a marketing campaign that features football legend Joe Montana and highlights how consumers can plan Big Game party menus incorporating Hass avocados.

“HAB’s promotional efforts around the Big Game continue to increase consumer demand for Hass avocados,” said Jose Luis Obregon, managing director of Irvine, Calif.-based HAB. “For the past three years, U.S. avocado sales have outsold other produce sales by more than 6 percent each year during the weeks leading up to the Big Game when consumers are planning their party menus. Our industry has succeeded in making Hass avocados a staple ingredient in Big Game foods, and this year we will be encouraging additional consumption of the fruit in the period leading up to the game and during the big event.”

For 2010, HAB is teaming up with legendary NFL quarterback and four-time Super Bowl champion Joe Montana, who will serve as the official spokesman for the Big Game campaign. Montana has worked with HAB to develop a signature guacamole recipe — Joe Montana’s Nacho Guacamole — that’s being distributed to consumer media nationwide. On behalf of HAB, he also will participate in interviews with top-tier sports media on-site in Miami (the location of the Big Game) in the days leading up to the championship game.

Montana’s involvement with HAB will be promoted not only through the media, but also on a Big Game micro site on HAB’s consumer Web site — avocadocentral.com/biggame — which will serve as a resource for consumers planning their Big Game parties and also feature Montana’s signature guacamole recipe along with a number of other game-day recipes. What’s more, visitors to the site will be able to enter a sweepstakes to win one of 10 footballs signed by the football great and a $500 grocery gift card, and they’ll have the opportunity to create a “recipe playbook” enabling them store their game plan of Big Game recipes in one location. Traffic will be driven to the site through promotion at retail, incorporation in media placements, inclusion in HAB’s subscriber e-newsletter, and online advertising efforts.

HAB’s merchandising team will expand the promotional efforts at the retail level by offering Big Game-themed point-of-purchase materials to retailers to encourage consumer purchases of Hass avocados.

Retailers can order the materials at avoHQ.com/research-marketing/pos-order-form.
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