Campaign will target health professionals and general and Hispanic consumers
The Hass Avocado Board (HAB) has released its 2025 communications plan. It outlines its strategy to boost avocado consumption and address barriers to recognising their value, positioning them as a simple and effective way to embrace Food is Medicine principles.
“By leveraging public relations, advertising, email marketing, social media and influencer campaigns, our focus will continue to target health professionals primarily and general and Hispanic consumers secondarily,” HAB said.
This year’s plan will continue to promote new and existing research findings to emphasise avocado’s nutritional benefits across health pillars including heart health, type 2 diabetes management, weight management and healthy living at every age.
Health Professional (HP) conferences where HAB will be able to engage this year include the Association of Diabetes Care & Education Specialists (ADCES) annual conference in August, the International Plant-Based Nutrition Healthcare Conference (PBNHC) in September, and the American College of Lifestyle Medicine (ACLM) in November.
These conferences are attended by lifestyle medicine providers where HAB will have the opportunity to present research and share practical applications of avocados. We will have strategic partnerships with the American Diabetes Association (ADA), the University of Texas Health Science Centre at Houston (UTHealth), and AltaMed, one of the largest community health networks in the country.
HAB’s research studies will be presented by these partners to their HP audience utilising diverse tactics such as podcasts, virtual culinary workshops, and physician grand rounds.
Throughout the year, HAB will also engage HP’s through its brand campaign: Add Avocados To The Convo. “HP’s simply don’t have enough time during patient visits and most dietary advice is about subtraction which is difficult to follow,” HAB said. “This campaign inspires them to add avocados to the conversation as it can be a positive addition to the client/patient’s diet.”
Consumer outreach will be conducted through HAB’s ambassador programme, the Avocado Goodness Experts, media coverage, email marketing, social media campaigns as well as an influencer programme targeting the general and Hispanic markets. Integrated digital campaigns will focus on weight management, skin health, gut health, childhood obesity and brain health.
As part two of HAB’s Invest in Your Health campaign, it is shining a light on new and innovative ways to love avocados even more. Partnering with the Food & Culinary Dietetic Practice Group, registered dietitians (RD) will be challenged to get creative in the kitchen in a recipe contest collaboration, finding ways to empower their clients to prioritise eating healthy with avocados. Another component of this Invest in Your Health campaign targets Hispanic consumers where HAB will partner with MiTú for National Avocado Day in a cooking demo segment featuring recipes using traditional, fresh ingredients.
