37th Annual Marketing Excellence Award Winner: Hass Avocado Board

August 12, 2025 | 1 min to read

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The “Invest in Your Health” campaign, launched in 2024, aimed to change perceptions about the cost of avocados by promoting them as a valuable investment for long-term wellness. Highlighting the insights of cardiologist Dr. David Sabgir, the campaign demonstrated the importance of healthful choices in preventing heart disease. Supported by over 1,600 registered dietitians, it garnered significant engagement, with over 9,700 interactions and 133 million national press release impressions, encouraging Americans to embrace the versatility of avocados for better health.

PROMOTION

Avocados — Love One Today and Invest In Your Health

STRATEGY

The “Invest in Your Health” campaign launched in 2024 and tackled a key perception barrier: that avocados are too expensive. By reframing avocados as a smart investment in long-term wellness, the campaign highlighted their role in supporting better health outcomes. The campaign helped consumers see that the real cost is in not making healthful choices, and featured cardiologist Dr. David Sabgir, a prominent voice in preventive medicine who directly confronts the complications and fatal outcomes of heart disease in his practice. Most recently, over 1,600 registered dietitians from the Food & Culinary Professionals (FCP) group of the Academy of Nutrition and Dietetics joined the campaign, creating creative recipes. Through Avocados — Love One Today, the campaign highlighted avocado versatility, while encouraging Americans to make simple, lasting changes for better health.

RESULTS

HAB’s program with the registered dietitians drew over 9,700 subscribers, sessions, and page views, reached over 5,200 users, and received 975 unique clicks and contest entries, with 400 page views on their channels, more than 40 highly qualified entries, and over 133 million national press release impressions. E-blasts delivered a surge of engagement, racking up over 2,000 unique opens across just three deployments.