CHILEAN AVOCADOS KICKS OFF SEASON WITH CHIVAS AYSO NIGHT
APTOS, Calif. (Oct. 7, 2010) -- The Chilean Avocado Importers Association (CAIA) celebrated the world of soccer on Sept. 19 during its annual American Youth Soccer Association (AYSO) Night with Club Deportivo Chivas USA at the Home Depot Center in Carson, Calif. CAIA's retail and importer guests look forward to this event each year as a fun way to 'kick-off' the Chilean Hass avocado season.
"AYSO Night was a great event for us as it coincides with the start of this year's season and exposes a large number of people to our delicious avocados," said Maggie Bezart, CAIA marketing director. "For more that two years, our partnership with Chivas USA has been extremely successful and we have reached millions of Latino consumers."
During the festivities, CAIA entertained importers of Chilean avocados and Southern California-based retail executives representing Bristol Farms, Cardenas, El Tapatillo Markets, El Super, Gelson's, Henry's Farmers Market, K.V. Mart Co., Northgate Gonzalez Markets, and Superior Grocers in a hospitality suite during the game.
Prior to the game, CAIA provided each retailer with a number of tickets and special t-shirts with the CAIA and Chivas logo, which they distributed to their employees and their families. Those going to the game were encouraged to wear the shirts--as they were red to show support in the stands for the Chivas players.
In addition to the hospitality suite, CAIA reached more than 13,000 fans before and during the game through halftime recognition, on-field signage and their presence at ChivaTown, where fans were able to take home CAIA prizes including Chilean Hass Avocado key chains, notebooks and magnets. Together, CAIA and Chivas provided reusable tote/grocery bags customized with the AYSO and CAIA logos for the first 10,000 fans.
So far this season, CAIA has reached more than 1 million consumers from its partnership with Chivas USA though a variety of communication channels including:
- CAIA logo featured in promotional information, including opening day materials and schedules--over 10,000 impressions
- CAIA sponsor exposure on LED screens during one game--15,382 attendees
- Exposure on Chivas USA website--over 800,000 monthly visitors
- Ads on "Chivas USA's "Freekick/Tiro Libre" magazine--over 200,000 impressions
- CAIA and AYSO Night--luxury suite, 1,500 general admission tickets, media promotion, reusable grocery bags, coin toss, halftime exposure via English and Spanish language commercials, on-field signage
- Chivas Girls appearances in luxury suite and autograph session with Chivas USA player
Established in 2002, CAIA is composed of Chilean avocado importers, exporters and producers. The Association's main objective is to conduct market development activites 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.