Monday, August 1, 2011

Mexican Hass importers tie promotions to Major League Baseball playoffs

August 01, 2011 | By Rand Green

During Major League Baseball playoffs in October, the Mexican Hass Avocado Importers Association will be conducting at aggressive promotional campaign tied to the playoffs and designed "to trigger new consumption occasions," according to a written statement from MHAIA furnished to The Produce News July 25.

The campaign, called "The Big Hit," will include "a media buy with Turner Sports and MLB on TBS, shopper and trade marketing, print advertising support, online marketing, stadium sampling, social media and public relations," according to the statement.

In the retail component of the campaign, "360-degree retail displays will promote avocados and playoff festivities at the store level" in more than 3,600 stores. "Displays will feature 'upgrade your hotdog' recipes and promote The Big Hit," the statement said.

"To help encourage the trade to authorize displays -- and motivate produce departments to build them -- each display will be packed with an Avocados from Mexico camera," the statement continued. "Cameras submitted with display photos will earn the winners one of 500 official MLB baseball caps featuring the teams of the winners' choice. Ten produce departments will also each receive $500 to donate to the local youth baseball organization of choice, and will be recognized in a newspaper ad. To launch the 2011 Big Hit promotion, importers will be invited to entertain key customers VIP style at one of three MLB games in August and September -- Wrigley Field, Fenway Park and Yankee Stadium."

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