The Hass Avocado Board (HAB) in the US has announced a new, multi-year, science-based, food and wellness education programme called Love One Today.
The initiative is designed to encourage US consumers to include fresh Hass avocados in their everyday healthy eating plans to help increase fruit and vegetable consumption.
To that end, HAB is promoting the fruit as a “delicious, cholesterol-free, whole food source of naturally good fats”, according to a press release from the organisation.
The campaign design and marketing activities will debut at the Academy of Nutrition and Dietetics’ annual Food and Nutrition Conference and Expo (FNCE) on 19-22 October in Houston.
The campaign will also be rolled out broadly to health professionals and consumers during the autumn through multiple programme activations.
The Love One Today positioning was selected by HAB after concept testing with consumers earlier in the year.
HAB said the campaign has a distinctive visual 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 association explained.
“The Love One Today graphic mark is envisioned to be complementary to the marketing materials of HAB member organisations, retailers and foodservice operators.”
