How do you create consumer appeal when your product looks unappealing?

Hass Avocados have a dark, pebbly skin that many consumers found unappealing. To grow sales, consumers needed to discover the creamy and delicious taste that lay just beneath the Hass Avocado’s rough exterior.

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The Preston/Tully Group created an integrated campaign with the theme “It Has To Be Hass.” Consumers were educated on how to identify and easily use Hass Avocados and soon realized that a product that looks so rough on the outside can be delightful on the inside.

TV and radio advertising coupled with consumer promotion and public relations yielded delicious profits for Hass Avocados.

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