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CHILEAN HASS AVOCADO IMPORTERS OFFER VARIED AND MULTI-MEDIA PROGRAMS

Chilean Avocado Importers are reaching consumers during key holiday buying periods with serving suggests, recipes and information on television, radio and in newspapers, and with advertising and PR .

“These multi-media efforts, coupled with our strong program to reach families and youth through our American Youth Soccer and Chivas sponsorships, are making a difference. We do considerable planning in advance of our season so that all our programs can work together to use CAIA’s dollars to reach the maximum number of consumers – both general market and Latino,” reports CAIA’s marketing director Maggie Bezart.

CAIA’s second program with the very successful Mr. Food ran on December 19, featuring holiday ideas with Chilean Hass Avocados. Mr. Food also presented the several nutrition benefits of avocados. Mr. Food is syndicated to more than 150 TV stations all across the country. The December spot, along with an October presentation with Halloween ideas, reached more than 10,000,000 consumers. A special plus to Mr. Food is that many of his features are sponsored by local supermarket chains. CAIA’s TV spots often run in the same daypart as Mr. Food, adding yet another plus to the total effort.

CAIA’s TV spots “Simply Sensational Chilean Hass Avocados” have been running in markets in the West, Southwest, East and Northeast. In Los Angeles KCBS (a major L.A. Station added CAIA promotional banners to the station’s website and created a mini website especially for CAIA recipes and information. The station also used portions of CAIA’s TV spots and recipe images in a vignette that ran as a sponsorship message during the popular show.

In addition to TV, CAIA has been running radio spots in both English and Spanish in the South, East and in California. Outdoor boards round out the CAIA advertising media mix and are up, in Spanish, in Dallas, Houston, Los Angeles, San Diego, Sacramento and San Antonio, and to the general market in English in Salt Lake City.

Dave Grotto, RD, CAIA’s nutrition spokesperson, conducted a satellite radio tour in November, discussing the several health benefits of avocados on radio stations in 17 markets. Grotto was also the

featured speaker for CAIA’s presentation to the Food Marketing Institute Consumer Affairs Conference earlier in the fall. CAIA developed a special CD of recipes, demo ideas and nutrition information especially for the Registered Dietitians who attend the conference. CAIA merchandising staffers are also providing the CD to retail Registered Dietitians in each of their regions.

Newspapers are also getting the “Simply Sensational” message to consumers all across the country. CAIA has offered two features, one on holiday entertaining ideas and another on an easy avocado-based salad dressing that have so far resulted in 312 placements in 22 states reaching almost 16,000,000 readers. The two releases have also been translated and sent to the Spanish language press.