APPEARING IN THE AVOACTION NEWSLETTER MAY 11 ISSUE
CAIA Teams Up with College Football Bowl Games for Successful Second Year
For it’s second year running, consumers were able to join the Avocado Lovers Club and enter the drawing over a five-month period beginning September 15, 2010. Culinary student Jennifer Smith, a Pueblo, Colorado resident, was picked as the grand-prize winner to receive an all-expenses-paid trip for her and a guest to attend the Tostitos BCS National Championship game among a crowd of more than 78,000 fans. Smith, an aspiring chef, avocado lover and full-time culinary student, was chosen out of more than 5,100total entries.
Building on the success of last year’s program and integrated with the retail marketing program, CAIA again partnered with college football bowl games through a partnership with the Insight Bowl on Dec. 28, 2010, Tostitos Fiesta Bowl on Jan. 1, 2011 and college football’s biggestgame – the 2011 Tostitos BCS National Championship game on Jan. 10, 2011 in Glendale, Ariz. This partnership gave CAIA excellent on-premise visibility among hundreds of thousands of college football fans.
The Tostitos BCS National Championship Stadium Club pregame tailgate, sponsored by CAIA, was sold-out to 3,509 fans that noshed on avocado menu items – while the CAIA Avocado Man mascot interacted with the sold-out College Football’s Biggest Party pregame tailgate crowd of 21,034. Similarly, CAIA sponsored the Tostitos Fiesta Bowl Stadium Club of 2,495 fans, while Avocado Man interacted with 14,892 Tostitos Fiesta Bowl College Football’s Biggest Party goers. More than 73,000 fans attended the game on Jan. 1. CAIA also sponsored a media party prior to the Tostitos BCS National Championship game during which CAIA had direct access to 400 national broadcast and print reporters. Additionally, CAIA enjoyed a luxury suite for the BCS National Championship Game to entertain 28 VIP guests, which included retailers, foodservice executives, importers and the Chilean Avocado Lovers Club winner and guest. These VIPs were able to enjoy watching the No. 1 and No. 2 BCS ranked teams from a top-of-the-art private location where they enjoyed appetizers, including avocado menu items, drinks, and access to other industry peers. All attendees saw the partnership and football pairing with Chilean Avocados as a great success.