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CHILEAN HASS AVOCADOS GEAR UP FOR THE SEASON AND SCORE BIG WITH FAN-FRIENDLY RETAIL AND CONSUMER PROMOTIONS

Season-Long Integrated Marketing Program Kicks Off with Football Frenzy

WASHINGTON, D.C., September 20, 2011— Football players are not the only ones in prime shape during the fall and winter months. Chilean Hass Avocados are in the peak of their season as well. Nearly 170 million pounds of Chilean Hass Avocados are projected to be imported into the United States this year, an increase of 25% over last year. To help promote the crop, the Chilean Avocado Importers Association (CAIA) has a line-up of consumer-driven contests and promotions all designed to remind shoppers of the versatility and goodness of Chilean Hass Avocados. 


“Avocados have earned a place at the table, and with our action-packed retail promotions, consumer contests and new recipes, shoppers will have many more reasons to serve Chilean Hass Avocados at every meal occasion,” said Maggie Bezart, Marketing Director, CAIA. “Our marketing plan this year is more diverse than ever before and we are using many different communication channels to reach consumers. Social media is also going to have a big role in just about every single one of our promotions. It’s where consumers are… and that’s where we want to be!”


The marketing plan began in early September and consists of several high-profile campaigns:
 

Chilean Avocado Lover’s Club
This popular fan club is guaranteed to generate plenty of football fever among retailers and consumers this fall. Shoppers will have a chance to go from their grocery store aisles to the Tostitos Fiesta Bowl bleachers by simply using their Smartphones to scan one of the many QR codes found on Chilean Avocado Point of Sale displays, and on Chilean Avocado and Tostitos retail bins. Fans can also enter online at chileanavocadoloversclub.com. Those who enter will be eligible to win an all expense paid trip for two to the Tostitos Fiesta Bowl in one of three national drawings and 44 retail-specific $500 gift cards. The promotion kicked off on September 16 and the Grand Prize winner will be announced on November 15, 2011.

The Chilean Avocado Lover’s Club Contest offers football fans the chance
to win an all-expense paid trip to the Fiesta Bowl or $500 grocery gift cards!

 

Social Media Campaigns
From the internet to Facebook and Twitter to YouTube, be sure to “like,” “follow” and bookmark Chilean Avocado Lover’s Club, because that’s where the action is! 
Mobile Marketing
m.chileanavocados.org
A brand new look will also offer links to:
•    chileanavocadoloversclub.com
•    Facebook and Twitter pages 
•    New recipes
•    Preparation videos 
•    Coupons
•    Contest information

Facebook
facebook.com/chileanavocados
•    Updated profile with custom tabs
•    Tailgater of the Week Contest
•    Halloween Costume Photo Contest
•    Retail display photo albums
•    Recipes and photographs
•    Weekly giveaways
•    Polls, photos, videos, and links to other online Chilean Avocado resources  

Games
avocadoyourself.com
This fun, interactive game, which will launch in October, allows fans to create look-alike avocados and then share these green alter egos on their Facebook and Twitter pages. 

Website Updates
chileanavocados.org
The popular website promises to be better than ever with:
•    Improved content offerings
•    Enhanced search engine optimization
•    Social media links
•    In-store promotion announcement 
•    Up-to-the-minute press information


Advertising Campaigns
Spot radio in key markets and online advertising on popular websites like eatingwell.com, self.com and allrecipes.com, along with regional outdoor advertising, will capture the attention of millions. Creatively executed and strategically placed, this campaign will offer new usage suggestions for key seasonal occasions. The consumer campaign kicked off at the end of August and will run through January. The trade campaign will run from September through November.

Food Network star Ingrid Hoffmann will continue to promote
Chilean Hass Avocados in a variety of ways, including performing
a virtual culinary demonstration for food editors across the country.

 

QR Code
A new CAIA QR code will now be printed on most marketing materials. Smartphone-users can easily scan the code and stay up to date on the latest and greatest Chilean Hass Avocado recipes, news and tips.

Spokespeople
CAIA will continue to work with the two well-renowned women in the food world: Celebrity chef Ingrid Hoffman and registered dietitian and New York Times best-selling author Cynthia Sass.

Ingrid Hoffmann
Every day, millions of fans tune in to watch Ingrid prepare her favorite South American-inspired dishes on her popular Food Network program, Simply Delicioso, and several other programs that air on Spanish stations. Ingrid will promote Chilean Hass Avocados throughout the entire season in many different ways including: a unique virtual culinary demonstration for food editors across the country, direct from a kitchen studio; a satellite media tour where she will conduct up to 25 interviews with morning show news programs, sharing several new Chilean Hass Avocado recipes; and through a Spanish public service announcement where she will offer tips to help moms create a healthy lifestyle for their children.

Cynthia Sass, R.D.
New York Times best-selling author and TODAY regular, Cynthia Sass, will help remind consumers and other dietitians of the rich nutritional benefits avocados offer. Cynthia will represent Chilean Hass Avocados at the American Dietetic Association’s national conference, host a virtual deskside briefing at the end of September with nutritionists and health/food reporters, and lend her nutritional expertise throughout the year.

Detailed information regarding these programs and others will be distributed throughout the season.


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 duringthe Chilean season, August through March. Chilean Hass Avocados are available throughout the fall and winter, when California avocados are out of season.