The Mexican Hass Avocado Importers Association (MHAIA) has launched a 10-week period radio campaign to keep avocados from Mexico in the minds of consumers this spring.
The initiative will take place in 13 markets, including New York City, Chicago, Washington DC and Boston, reaching more than 54.5m consumers, and will run through 7 May.
Featuring 60-second radio spots such as “Cooking with Mom” and “Have a Taste,” MHAIA invites consumers to “add a little avocado”, according to a press release from the organisation.
The campaign aims to encourage consumers to visit participating retail locations to shop for fresh, ripe avocados from Mexico.
“With nearly 20 vitamins, minerals and phytonutrients, avocados are a great addition to any meal - whether spicing up leftovers, trying a new recipe from TheAmazingAvocado.com or incorporating avocado into favorite dishes,” MHAIA said.
Also this spring, MHAIA is partnering with Corona, America’s top-selling imported beer, to celebrate Cinco de Mayo.
The partnership, themed “Add a Dash of MAXIMO to Your Cinco de Mayo”, offers retailers a multi-department promotion with Cinco-themed retail displays and over 1m coupons for consumers.
Over 5,000 produce department promotion displays have been authorised by retailers, and hundreds of additional Corona front-of-store displays are being sold into retailers this month.
The target display dates are planned for 18 April through 5 May 2012.
In addition to in-store activities, the programme will be supported with blogger engagement and through social media on MHAIA’s Twitter and Facebook page as well as Corona’s Facebook page.
