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THE PITCH FROM THE HASS AVOCADO BOARD, MEXICAN HASS AVOCADO IMPORTERS ASSOCIATION AND CHILEAN AVOCADO IMPORTERS ASSOCIATION is a comprehensive, multi-disciplined marketing campaign tied to the professional baseball 2009 playoff season. The campaign, called The Big Hit, is the first collaborative marketing effort among these avocado marketing boards, all of which are part of the HAB organization.

The joint campaign aims to increase avocado sales during the fall time frame, by promoting Hass avocados as a must-have ingredient for baseball playoff party menus and offering easy game-day recipes. The Big Hit is being promoted with a multi-million dollar partnership with a major sports network, featuring 30-second TV spots and sponsorship billboards that are predicted to generate more than 147 million impressions. There will also be a national sweepstakes, offering prizes, such as a $5,000 home entertainment package. Each association will also conduct its own game day promotions.


"The Big Hit is a best-in-class example of how multi-origin avocado marketing organizations can work together to promote the category as a whole," says Len Francis, chairman for Irvine, Calif.-based HAB. "This program creatively aligns avocados as a must-have ingredient for baseball play-off party menus and offering easy game day recipes to enjoy while watching America's favorite pastime."

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Title Annotation:fresh TALK
Author:Turcsik, Richard
Publication:Grocery Headquarters
Date:Sep 1, 2009
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