The Mexican Hass Avocado Importers Association will be using an assortment of communications vehicles to get the word out to consumers throughout the United States about Avocados from Mexico. Those vehicles will include television, print advertising, radio, social media and point-of-sale materials at retail.

MHAIA, like its sister organization, APEAM, uses the name Avocados from Mexico, to reference its marketing programs.

According to a Sept. 6 press release from MHAIA, "Avocados from Mexico is investing $2.25 million on general market and Hispanic TV and radio throughout the country during SepteSlices of avocados on chili is one of the recipes featured by MHAIA in its promotional campaigns this fall.mber and October."

MHAIA is offering retailers "the opportunity to capitalize on local market exposure through custom tags at the end of the radio spots," the release stated." General market radio spots are airing in 12 major markets including New York, Chicago, St. Louis and Pittsburgh, and are expected to garner over 52 million impressions. In addition, a Hispanic local radio campaign will reach more than seven million listeners in New York, Chicago, Washington, DC, Atlanta, Charlotte, NC, Raleigh-Durham, NC, Boston and Philadelphia.

New MHAIA TV spots are scheduled to run from mid-October to mid-December on Food Network, Bravo and HGTV, "resulting in a whopping 91 million impressions in a single month," according to a written statement from MHAIA furnished to The Produce News Oct. 2. The ads, which will appear nationally and are not targeted to specific markets, are designed to generate trial and purchase "by showing home cooks how to 'warm up their avocado' throughout the fall and winter."

Simultaneously, MHAIA will "continue to keep Avocados from Mexico front and center in print, focusing on leading women's, health and food publications" such a Good Housekeeping, Martha Stewart Living, Real Simple, Self and Cooking Light, according to the statement. "Our November and December print ads will feature a recipe for Avocado Cheesecake with Walnut Crust -- an unexpected wintertime treat that's a sweet reminder of just how versatile avocados can be."

A radio campaign will run throughout November and December in 17 key markets across the country. It will consist of a series of "engaging" 60-second spots focusing on "creative, easy avocado recipes." Retailer tags are available. A total of 11,000 airings are expected to generate more than 74 million impressions, the statement said.

Additionally, "from mid-October through December, a variety of colorful, informative [point-of-sale] cards will be available to retailers" featuring recipes and ideas for thanksgiving "as well as fall and winter meal planning." The cards will complement the TV message of "warming up avocados" and "will showcase them as a topping for warm chili. We'll also feature ideas for pairing avocados with leftover Thanksgiving turkey as well as using them in holiday desserts," the statement said.

Social media will also be used to spread the word. "Throughout the fall and winter, we're taking full advantage of the power of social media to make Avocados from Mexico a must-have for holiday entertaining in November' and will be launching a high-profile sweepstakes on Facebook "inviting fans to enter to win a trip to New York and an exclusive culinary visit with celebrity chef and author Roberto Santibañez," the statement said.

"The festivities will continue on Pinterest with the launch of a holiday-themed 'Pin It to Win It contest in which pinners will upload their favorite avocado recipes and photos for a chance to win exciting prizes," the statement continued. "It will all come together in December when Santibañez will host an Avocados from Mexico Twitter party in which he'll offer holiday entertaining ideas and welcome the winner of the Facebook sweepstakes to New York for an unforgettable weekend of fun, food, and, of course, plenty of avocados from Mexico."

To boost holiday usage of Mexican avocados, MHAI will be partnering with House Party, "a leading social media company that combines digital marketing with grass-roots product placement to generate national and local buzz," according to the statement. "All across America, 1,500 Avocados from Mexico House Parties are scheduled for November 3. Guests will get to sample new avocado holiday party-focused recipes, learn more about Avocados from Mexico, receive fun prizes and discover new ways to dress up their holiday menus." An estimated total attendance of 21,000 is anticipated, "and the initiative will reach nearly one million additional consumers through social media and word of mouth. We'll generate further excitement by integrating feeds on our House Party page and conducting a recipe/photo contest on Pinterest to engage consumers nationally."