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CHILEAN AVOCADO IMPORTERS ASSOCIATION SCORES BIG WITH FOOTBALL-THEMED BLITZ

Tostitos® Fiesta Bowl Sponsorship Highlights ?Integrated Campaign

 

WASHINGTON, D.C., January 30, 2012—The Chilean Avocado Importers Association (CAIA) is scoring big with retailers and consumers alike with its exciting football-themed blitz this season. The integrated campaign capitalizes on CAIA’s popular “Chilean Avocado Lovers Club” and supporting sponsorship of the Tostitos® Fiesta Bowl, through a Facebook contest, billboards, point of sale and a sweepstakes generating 10,000 consumer entries and counting.??

 

“We’re pleased to partner with CAIA during their peak volume period this football season,” said Alfonso Cano, Assistant Produce Director for Northgate Markets. “Plentiful supplies and attractive advertising and promotions are helping drive traffic, and create excitement in the produce department.”??

 

The campaign kicked off in the fall with a first-time “Tailgater of the Week” Facebook contest incentivizing fans to post their best tailgating photos. Interactive voting to award the weekly prizes of two $50 gift cards added to the fun during the 16-week online event.??

 

Outdoor advertising followed with billboards, customized for supermarkets in Los Angeles, Sacramento, Salt Lake City and Portland. Featuring the tag, “Grab Some For The Game” and a visual of a fresh-sliced avocado, the billboards encourage football fans to stock-up pre-game on Chilean Hass Avocados.

Grab Some for the Game

Northgate Markets are among the retail partners that CAIA featured on
attention-getting billboards as part of its football-themed advertising this season.

 

“Game days and guacamole are a winning combination, and the ‘Grab Some For The Game’ retailer-specific billboards were so well-received that we’re not only extending outdoor through mid-February, but also adding San Jose- and Seattle-based retail partners,” explained Maggie Bezart, Marketing Director, CAIA. ??

 

In-store, point of sale football-themed signage invites consumers to join the Chilean Avocado Lovers Club for a chance to score one of 27 prizes through February 25, 2012, ranging from a trip to the Tostitos Fiesta Bowl to one of 26 $500 gift cards to the grocery store designated on their entry form.?

Point of sale signage promoting CAIA's retail drawing features a unique QR code for smart phone users to scan and enter in-store.

 

Sweepstakes Winners from Coast to Coast?

The Grand Prize trip (ARV $5,100) was recently awarded to Salvatore Motisi, a Stop n’ Shop Supermarket customer from New Rochelle, New York, and Julie Cole, a Vons/Safeway customer from San Diego, California. They were among nearly 70,000 fans attending the 41st Tostitos Fieta Bowl on January 2, 2012, when Oklahoma State defeated Stanford 41-38 in overtime.??

 

Following the trip, Motisi exclaimed: “I was so excited for the opportunity to attend Fiesta Bowl! I’m a huge fan of Chilean Hass Avocados and tailgating.” Cole was likewise enthusiastic: “Boy, did we enjoy Fiesta Bowl! The whole trip was absolutely fantastic. We were hoping for an exciting game and we got one!”

Susan and Salvatore Motisi (left) and James and Julie Cole (right), winners
of the Chilean Avocado Lovers Club Tostitos Fiesta Bowl trip, outside the
University of Phoenix Stadium in Glendale, Arizona.

 

“We’re thrilled that a record number of Chilean Avocado Lovers have entered the contest to date, and grateful to our retail partners for sharing our enthusiasm and helping us promote this special event in their produce departments,” said Bezart.??

 

Official Avocado of Tostitos Fiesta Bowl?

Along with the prizewinners, CAIA hosted key retail partners and loyal importers in a private suite at the Stadium Club and had a major presence at the big game as a supporting sponsor for the third consecutive year, with more than 500 pounds of Chilean Hass Avocados served at both the game and the tailgate party.??

 

Billed as “College Football’s Biggest Party,” the tailgate attracted thousands of fans and featured pep rallies, marching bands, interactive games, a special appearance by CAIA’s beloved mascot, “Avo Man,” and, of course, guacamole and chips among other food and beverage booths. Participating fans were gifted with CAIA-branded footballs, sunglasses and key chains.??

 

In the stadium, special gift bags were placed on each seat and included CAIA’s “Tailgate Tips Brochure” with a QR code, inviting fans to scan, “like” and post their seat number for a chance to win one of five $100 gift cards that were awarded by way of PA announcements during the fourth quarter.??

 

Among the other benefits that CAIA received were an ad in the official game day program, logo signage on the Jumbotrons and multiple PA announcements.??“CAIA is a proud partner of the Tostitos Fiesta Bowl, which continues to be a highly anticipated and high profile college football game that coincides with the Chilean Avocado season,” said Bezart. “We’re especially pleased at the response to this year’s sponsorship, which we promoted across all the marketing disciplines, and look forward to building on this success in future years.”??

 

About the Fiesta Bowl

The Fiesta Bowl is a non-profit organization founded by Arizona community leaders in 1971. Through the creation of the Festival of College Football, including more than 40 statewide events, the annual Tostitos Fiesta Bowl and the Insight Bowl, the organization continues to promote volunteerism, athletic achievement and higher education. Its mission is to remain a source of pride for all Arizonans by contributing strongly to the state’s economic development, tourism and community causes. For more information about the Fiesta Bowl, please visitwww.fiestabowl.org.??

 

About the Chilean Avocado Importers Association

Established in 2002, CAIA is composed of Chilean Avocado importers, exporters and producers. The Association’s main objective is to conduct market development activities and promotions to increase the consumption of Chilean Hass Avocados in the United States during the Chilean season, August through March. Chilean Hass Avocados are available throughout the fall and winter, when California avocados are out of season. For more information, visit www.chileanavocados.org.