New television ads from the Mexican Hass Avocado Importers Association for the 2012-13 marketing year are scheduled to run on national cable television, according to a written statement of the organization’s programs furnished to The Produce News July 30.

Laurie Lichtenstein (center) of Benbrook, TX, won a private nutrition consultation and cooking lesson in her own home with NBC nutritionist Cheryl Forberg and Celebrity Chef Suvir Saran in MHAIA’s Taste the Wow! sweepstakes. (Photo courtesy of MHAIA)The ads “will target women and food lovers on Food Network, Bravo and HGTV with a whopping 91 million impressions,” according to the statement. “Running from the end of October through mid-December, the campaign will stimulate the trial and purchase by showing home cooks how to “warm up their avocado’ all through the fall and winter.”

Complementing the TV campaign, “the MHAIA national print campaign will continue to promote the nutrition and versatility of Avocados from Mexico with more than 260 million impressions in select women’s service, food and health magazines,” it said.

MHAIA, like it’s sister organization, APEAM, uses the name “Avocados from Mexico,” to reference its marketing programs.

MHAIA’s Big Hit baseball promotion is now in its fourth hear, and “this year the bases are loaded for a high-impact triple play of TV, sweepstakes and in-store excitement,” according to the statement.

“For starters, the partnership with Turner Sports and their Major League Baseball postseason coverage on TBS will continue throughout the League Divisional Series and American league Championships. Advertising spots as well as custom on-air billboards will run in October, delivering over 52 million targeted impressions to the nation’s sports fans,” the statement continued.

“Consumers can also enter the Big Hit Sweepstakes to win an Ultimate Home entertainment system. Online advertising promoting the sweepstakes and offering game day recipes will stir up excitement all through October,” the statement said. “Meanwhile, on the retail front, 4,000 supermarket displays nationwide will offer game-day recipes, avocado selection and prep tips” as well as sweepstakes entry information.

Produce managers, too, will “have a chance to get in the game through a Big Hit retail display contest.”

During its third annual Taste the Wow tour, MHAIA “will distribute more than 132,000 samples [of avocados] and 80,000 brochures featuring tips, recipes, nutritional info and more,” according to the statement.

“From August through November, the Wow Tour “will sample hot dog bites with Guasacado, a zesty avocado sauce, at baseball stadium events as well as avocado gazpacho shooters” and pineapple guacamole, made from a recipe created by Chef Roberto Santibañez, at women’s food and health events, the statement said.

From Sept. 15 to Oct. 15, “Avocados from Mexico will celebrate Hispanic Heritage Month,” in partnership with EXTRA TV, “on an exciting segment featuring a delicious recipe using avocados,” the statement continuted. The program will include a sweepstakes “to send one lucky avocado fan and a companion to Mexico for a first-hand culinary immersion.”

Avocados from Mexico will also partner with House Party, a social media company, in a program that will give more than 24,000 women at 1,500 home parties across the country “a one-on-one experience using Avocados from Mexico in great holiday entertaining recipes,” the statement said. That, too, includes a sweepstakes in which “one lucky winner and guest will get a trip to [New York City] for a one-on-one cooking lesson with Chef Roberto Santibañez at his new Fonda Restaurant location in Manhattan.”