CHILEAN HASS AVOCADOS ON THE AIR
With the Chilean Hass Avocado season in full swing, both general market and Latino consumers will be seeing and hearing plenty about the versatility and health benefits of Chilean Hass Avocados through a three pronged advertising campaign including TV, radio and outdoor advertising. In addition CAIA has generated an extensive amount of broadcast media publicity for this season’s campaign.
On October 29 TV’s popular Mr. Food, a program seen in 150 markets all across the country, ran a Hallowe’en-themed segment featuring Chilean Hass Avocados. On December 19 the famous television personality will present recipes and ideas using Chilean Hass Avocados for holiday brunches and breakfasts. The Mr. Food presentations reach more than 10,000,000 consumers. Both of the segments focus on the versatility, health benefits and season of Chilean Hass Avocados.
Registered Dietitian Dave Grotto, author of “101 Foods That Could Save Your Life”, will be featured on a satellite radio tour to key markets in November. Grotto conducted a very successful TV and radio tour for CAIA during its 2007 season. He will speak about avocados as a part of a healthy diet and includes them in his list of 101 foods that could save your life.
Ingrid Hoffmann, cookbook author and star of the Food Network’s “Simply Delicioso” continues to praise Chilean Hass Avocados on a variety of TV programs. She recently appeared on the daytime “Bonnie Hunt Show” and demonstrated her “Yummy Avocado Sopita” featuring Chilean Hass Avocados. Hoffmann is expected to appear on several other major television programs throughout the CAIA season this fall and winter.
The CAIA television advertising campaign started in October in key markets in the West and Northwest, Southwest, East and Northeast. The appetite-appealing “Simply Sensational” : commercials showcase several easy avocado menu ideas and will run through mid-January. The spots run in both English and Spanish.
In addition to seeing Chilean Hass Avocados on TV, shoppers will also be hearing about Chilean Hass Avocados through radio commercials running October through mid January in the South, East and California. As with TV, the radio spots will be in both English and Spanish.
CAIA will also run billboards in Spanish throughout the fall and winter, directed to Latino consumers in Dallas, Houston, Los Angeles, San Diego, Sacramento and San Antonio, and to the general market in English in Salt Lake City. The billboards integrate with CAIA’s successful community relations program to reach Latino families through its sponsorship of the American Youth Soccer Organization (AYSO).
“All of these programs are a part of our integrated plan to use a variety of media channels to reach consumers with our message of health and versatility,” reports CAIA marketing director Maggie Bezart. “We bring our whole team of professional communicators and our merchandisers together every spring to design our total effort so that it reaches the maximum number of consumers with a focused message. As a result we expect to reach more than 380 million consumers this season.”
###