LOADED WITH GOOD FATS
H&W MESSAGING
GOOD FATS + HEART HEALTH
IDEAL MESSAGING:
GOOD FATS + HEART HEALTH + NUTRIENT DENSE
“Nutrient density” is the second most compelling benefit to our consumers. The
boost in overall wellness should always come as a result of avocados’ nutrient density, because they possess
“20 vitamins and minerals” that satisfy the daily nutritional needs, like fiber.
PRIMARY MESSAGE
SECONDARY MESSAGE
NUTRIENT DENSE
“Good Fats” should be our primary focus when communicating benefits of
Avocados From Mexico. The presence of good fats in avocados maintains healthy cholesterol levels and a
healthy heart.
Loaded with 20 essential vitamins and minerals along with relatively few
calories, avocados are helpful when managing weight or Type 2 diabetes.
1
CREATIVE GUIDELINES
Avocados are high in “good fat” which can help lower cholesterol and reduce
the risk of heart disease. Replacing some saturated fatty acids with unsaturated fatty acids lowers both
total and low-density lipoprotein (LDL) blood cholesterol levels.
COPY POINTS
CONCEPT
NUTRIENT DENSE
COMMUNICATION HIERARCHY
WHEN TELLING THE AVOCADOS FROM MEXICO HEALTH AND WELLNESS STORY, THERE ARE 2
PRIMARY BENEFITS TO FOCUS ON:
AVOCADOS HEALTH BENEFITS
BENEFIT COMMUNICATION GUIDELINES
1
2
2
Ask for the asset if not provided
Pattern
Do NOT change any color.
Our primary health and wellness Geometric Swirl Pattern should always be
overlaid onto our gradient. In Digital, the pattern is overlaid with an opacity of 8%. For print, you may
have to increase opacity for visibility.
- 45°
Use the vertical logo with the tagline “Always In Season” contained in the
white circle as the primary logo. Ask for the asset if not provided.
DON’T place headlines over any other backgrounds such as images or other
colors not specified.
Spirited
Festive
Passionate
Food photography should be light, lively, and colorful—all while connecting
seamlessly to the brand color palette. Lighting should be natural and bright, and the imagery should put all
the delicious details at center stage. The foods featured should be SALADS that are light, healthy-looking
fare, and ALWAYS include avocado.
Our primary angle shot for salads should focus on
top-shots; however, more angled shots may work depending on if the layout allows for it.
Exciting
Refreshing
logo Don'ts
Logo
For health and wellness, there are three weights of Avant Garde that are used
throughout our communications:
Aa
CONCEPT
Photography used in layouts will use a specific piece of the image that bleeds
over the gradient background. The gradient is divided from the imagery with an angle. The angle is usually
at a 36° angle but can be adjusted based on individual elements of the design. Free-floating avocados can be
added to your layouts for added emphasis and highlight that the avocados are the main subject and source of
the good fats.
For health and wellness, we always want to re-enforce our headlines with our
tagline “Worth Every Bite.” The tagline is contained within a design stamp, that should always go underneath
the headline. The size of the stamp should be legible but never bigger than the headline. The length of the
extended line should be cropped to the end of the last line of the headline or run the entire text box if
the layout allows. Ask for the asset if not provided.
Good Fats Text Design Element
When headlines are placed on our gradient, they should always be white.
BbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Avant Garde Medium
Do NOT use horizontal logo.
COPY POINTS
BbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRr
SsTtUuVvWwXxYyZz
0123456789
Lifestyle images should be beautiful, bright and flooded with natural light.
Models should be women that reflect our Maya’s and Maria’s. Situations should center on
foods/eating/preparing.
only use this logo
Because health and wellness are active states of being, the lightest and
brightest of the brand colors should be used across all communications:
Gradient
Bold
Optimistic
Colorful
Avant Garde Book
Do NOT change or remove the tagline.
TONE
Avocado Photography
Typography
Please avoid using the logo in any other way.
Vibrant nutrition is about healthy eating that makes you feel good physically
and emotionally. It’s not restrictive, controlling or disparaging of other foods. It’s encouraging,
aspirational and positive.
Vibrant nutrition is:
Food Photography
Color
Design Layout Examples
H&W MESSAGING
Do NOT crop the logo.
Aa
This is the official gradient for our health and wellness communications, and
it will be featured as the primary health and wellness brand color. They should not be mixed with any other
colors.
Additional gradients should not be created.
is about making eating healthy exciting
and refreshing.
One unique tone of voice sets us apart.
Lifestyle Photography
Halved avocados with the pit intact should be the hero imagery for product
shots. When showing full avocados, include a brand sticker on skin.
Cutout-style photography may be used such as full avocados, half avocados and diced avocados to add flair to
the layouts.
Avant Garde Bold
Campaign Tagline Stamp
Do NOT use vertical logo without circle.
BbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Aa
When headlines are placed over a white background, they should have the pink
to orange gradient.
Our headlines for the campaign will always include our circle avocado to
represent the “O’s” in “Good Fats”. The avocado circles should be proportionate to the size of your
headline. Ask for the asset if not provided.
CREATIVE GUIDELINES
All our salads must feature other heart-healthy ingredients.
For example, no bacon mixed in.
Vibrant nutrition
PUBLIC RELATIONS EXAMPLES
NUTRITIONAL BENEFITS – OTHER
NUTRITION
- As of two years ago, the FDA’s recommendation now shifts the focus from total fat to having a fat profile
makeup of predominantly mono and polyunsaturated fats. Since avocados contribute predominantly good fats
like mono and polyunsaturated fat, they are now deemed healthy.
- A serving of avocado, or 1/3 of a medium-sized avocado (around 3 slices), has 80 calories and contributes
nearly 20 vitamins and minerals to the diet.
- Fresh avocados are extremely versatile can be used as a substitute for foods higher in saturated fat.
Don’t be afraid to have some fun with everyone’s favorite fruit – the avocado!
5. The American Heart Association recommends eating less nutrient-poor foods,
and limiting the amount of saturated fat, added sugars and sodium consumed. The majority of fats in one’s
diet should be unsaturated; over 75% of the fat in healthy avocados is unsaturated, good fat.
6. Eating avocados in place of foods containing saturated fat can help consumers achieve a major dietary
goal of reducing the amount of saturated fat in their diet. Avocados are cholesterol and sodium-free.
7. Avocados are virtually the only fruit that contain monounsaturated fat, and they are sodium and
cholesterol free.
8. Replacing saturated fats with unsaturated fats is associated with reduced risk of cardiovascular disease.
9. Why naturally good fats? Because the body needs some dietary fat to help with the absorption of
nutrients. Good fats do not raise LDL (“bad”) cholesterol levels. Healthy avocados contain 6g of naturally
good fat per 50g serving.
“Good Fats”
NUTRIENT DENSITY
Here are creative insights and thought starters to help communicate
our ”Nutrient density” message:
- Studies show replacing saturated fat with unsaturated fat, while staying
within calorie needs, is more effective in reducing the risk of heart disease than simply lowering total fat
intake.
Avocados are nutrient-dense.
Heart Healthy
1. Fresh avocados are a heart-healthy fruit.
2. Avocados can help consumers meet the diet recommendations of the American Heart Association.
3. The American Heart Association recommends replacing saturated with unsaturated fats for heart health.
Avocados are low in saturated fat and provide 6 grams of unsaturated fat per serving.
4. Monounsaturated fats can help reduce bad cholesterol levels in your blood which can lower your risk of
heart disease and stroke. One third of a medium avocado contains 5 grams of monounsaturated fats.
Avocados are a “good source” of fiber and folate.
Avocados can help consumers meet the healthy diet goals of the 2015 Dietary
Guidelines for Americans and the American Heart Association.
Eating vegetables and fruits, like healthy avocados, is associated with a reduced risk of many chronic
diseases, including cardiovascular disease, and may be protective against certain types of cancers,
according to the Dietary Guidelines for Americans.
Diets rich in healthy foods containing fiber, such as some vegetables and fruit, may reduce the risk of
heart disease, obesity and Type 2 diabetes. Healthy avocados are a good source of fiber.
The American Heart Association recommends eating a variety of nutritious foods from all food groups. Eating
a variety of fruits and vegetables may help one control their weight, cholesterol and blood pressure.
Avocados are a healthy nutrient-dense food that can help boost fruit intake.
Avocados are a heart healthy fruit.
CREATIVE GUIDELINES
- Dietary fats, particularly those high in good fats, should not be avoided.
It is essential to eat some fats because they are a major source of energy and help the body absorb
fat-soluble nutrients.
- Low in cholesterol, it’s never a bad time to slice open a heart-healthy
avocado.
TOP REGISTERED DIETITIAN CLAIMS
below for more detail on these dietitian claims.
H&W MESSAGING
- Who knew that a fruit could have good fats that are good for your heart?
While many factors affect heart disease, diets low in saturated fat and cholesterol may reduce the risk.
5. Fresh avocados are a heart-healthy fruit. They provide naturally good fats,
are low in saturated fat, and are cholesterol-, sugar-, and sodium-free.
6. Include delicious, fresh, heart-healthy avocados in everyday healthy eating plans to help increase fruit
and vegetable intake and provide a whole food source of naturally good fats.
7. Avocados are effectively the only fruit that contain monounsaturated fat which can help reduce LDL (bad)
cholesterol levels in your blood which can lower your risk of heart disease and stroke.
8. Replacing saturated with unsaturated fats is associated with reduced risk of cardiovascular disease,
according to the Dietary Guidelines for Americans. Most of the fat in avocados is unsaturated.
Reduced risk of heart disease.
1 Serving of Avocado equals...
The USDA provides these approved Hass Avocado Board copy points when speaking
about heart health and good fats.
The USDA provides these approved Hass Avocado Board copy points when speaking
about heart health and good fats.
GOOD FATS
1. Contribute nearly 20 vitamins and minerals your taste buds will love.
2. The nutrients your body needs, the taste your mouth will love.
3. So many nutrients, so little effort.
4. Nearly 20 vitamins and minerals in one delicious fruit.
Avocados are cholesterol- and sodium-free.
The USDA provides these approved Hass Avocado Board copy points when speaking
about the relationship between good fats, cholesterol and heart health.
Avocados are low in saturated (bad) fat.
- Avocados contribute good fats to one’s diet, provide 5 grams monounsaturated
fat and 1 gram of polyunsaturated grams fat per 50g serving.
Blah Blah
1. Avocados contain 6 g of fat per 50 g serving, over 75% of which are good
fats (monounsaturated and polyunsaturated fats).
2. Avocados are virtually the only fruit with monounsaturated fat and polyunsaturated fat or good fats. In
fact, over 75% of the fat in avocados is “good fat.”
3. A unique healthy fruit because they contain unsaturated fat. Avocados can act as a “nutrient booster” by
helping increase the absorption of fat-soluble nutrients like vitamins A, D, K and E. Healthy avocados
contain 6 g of naturally good fat per 50 g serving.
4. Avocados are virtually the only fruit with good fats and are a delicious way to help meet the Dietary
Guidelines for Americans’recommendations to shift from eating saturated fat to good fats.
75% of the fats found is avocados are good fats.
- Avocados can help consumers meet the healthy diet goals of the 2015 Dietary
Guidelines for Americans and the American Heart Association.
- Eating vegetables and fruits, like healthy avocados, is associated with a reduced risk of many chronic
diseases, including cardiovascular disease, and may be protective against certain types of cancers,
according to the Dietary Guidelines for Americans.
- Diets rich in healthy foods containing fiber, such as some vegetables and fruit, may reduce the risk of
heart disease, obesity and Type 2 diabetes. Healthy avocados are a good source of fiber.
- The American Heart Association recommends eating a variety of nutritious foods from all food groups.
Eating a variety of fruits and vegetables may help one control their weight, cholesterol and blood pressure.
Avocados are a healthy nutrient-dense food that can help boost fruit intake.
Most recent nutrition copy points approved by USDA during Cinco de Mayo:
Avocados provide naturally good fats.
Avocados are a nutrient-dense fruit with 20 vitamins and minerals. The USDA
provides these Hass Avocado Board nutrition copy points when speaking about them:
1. Nutrient-dense foods are those that provide substantial amounts of
vitamins, minerals and other nutrients with relatively few calories. One-third of a medium avocado (50 g)
has 80 calories and contributes nearly 20 vitamins and minerals, making it a nutrient-dense food choice.
2. Replacing high calorie snacks with nutrient-dense foods, like healthy avocados, is a nutritious way to
help people eat healthier. The Dietary Guidelines for Americans recommend small shifts in food choices to
help people achieve overall healthy eating patterns.
3. A serving of avocado (one-third of a medium avocado) is a good source of fiber, and avocados are a
healthy nutrient-dense fruit that can enhance the nutrient quality of the diet.
4. Dietary fat helps the body absorb vitamins A, D, K and E. Over 75% of the fat in healthy avocados is
naturally good fat, with 5 g of monounsaturated fat per serving (one-third of a medium avocado).
- Avocados provide good fat, are low in saturated fat and are sodium and
cholesterol-free. Meaning avocados are heart-healthy and full of flavor.
- Fats can seem scary, but your body needs some dietary fat to absorb
nutrients. And good fats help increase the intake of dietary fat without raising bad cholesterol levels.
American Heart Association (AHA)
- Provides fiber (11% of daily value) to help curb hunger, good taste to
curb craving.
CONCEPT
- Avocados can help boost fruit intake and are considered nutrient-dense. Over
75% of the fat in avocados is unsaturated (good fats).
COPY POINTS
Click on the hotspots
TITLE POINTS
COPY POINTS
CONCEPT
CREATIVE GUIDELINES
Color
Because health and wellness are active states of being, the lightest and
brightest of the brand colors should be used across all communications:
Because health and wellness are active states of being, the lightest and
brightest of the brand colors should be used across all communications: