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CAIA launches retail promotion

by | September 17, 2009
The Chilean Avocado Importers Association considers its supermarket retail partnerships the cornerstone of its marketing efforts to successfully increase U.S.-based consumer demand and consumption of Hass avocados from Chile.

As a result, the association has created a national platform to reach consumers in a way that will be customized for the market area of each supermarket retail partner.

The association has launched the Chilean Avocado Lovers Club, which serves as a virtual community for Chilean avocado lovers to network with each other via the club's Facebook fan page, follow a live stream of club updates via Twitter, and enter the club's So Good, So Many Ways random drawing. Winners will receive $250 in free groceries or an official soccer ball.

"We are very excited about this new consumer giveaway -- especially during an economic time when consumers can benefit from free groceries," Maggie Bezart, marketing director of the association, said in a press release. "Winning $250 in groceries can be equivalent to a week of meals for a small family. It is a way of showing our consumers we love them for loving our product."

Consumers have the opportunity to join the club and enter the drawing over a five-month time frame, which ends Feb. 15, 2010. Participants may also enter the drawing by mailing an entry form obtained from local grocery stores supporting the club by displaying promotional materials created by the association.

In each produce department of the participating supermarket chains, the association will inform consumers about the Chilean Avocado Lovers Club and random drawing through a brand-new, in-store avocados from Chile display unit with handy ripening bags for consumers' home use and a colorful sweepstakes entry pad.

Winners will be randomly selected and notified by telephone or e-mail no later than March 15, 2010. Sixty winners will each receive a $250 supermarket gift card grand prize.

Two hundred additional winners will each receive an official Chilean Avocado Importers Association/American Youth Soccer Organization soccer ball runner-up prize. Entries will be accepted on-line and via direct mail.