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Chilean avocados look to score touchdown with retailers and consumers

by | October 05, 2010
Building on the success of last year's program, the Chilean Avocado Importers Association has again partnered with college football’s premier bowl game destination, the Tostitos Fiesta Bowl, which will be played Jan. 1, 2011, in Glendale, AZ.

Additionally, CAIA has expanded on this partnership to sponsor the Insight Bowl and college football’s biggest game: the 2011 Tostitos BCS National Championship game on Jan. 10. This sponsorship opportunity gives CAIA on- premise visibility among hundreds of thousands of college football fans — and an all-expenses-paid trip for one lucky grand prize winner and a guest from the Chilean Avocado Lovers Club.

"We are truly honored to have this very unique opportunity to partner with the Tostitos BCS National Championship, Tostitos Fiesta Bowl and Insight Bowl this year because sports represents one of our major strategic initiatives in marketing Hass avocados from Chile to consumers," Maggie Bezart, marketing director for CAIA, said in a press release. “As part of our partner retailers’ efforts to generate consumer interest and excitement in avocados from Chile, grocery chains love to build elaborate, football-related displays in their stores. Between reaching consumers in store and sampling our avocados before the Tostitos BCS national championship and Tostitos Fiesta Bowl games in our exclusively sponsored areas, we believe we are creating a lot of excitement and impact on sales. It’s a win-win for everyone involved.”

“We’re excited to team up again with the Chilean Avocado Importers Association and are so grateful for their support of major college football,” Jay Fields, senior vice president of marketing for the Tostitos Fiesta Bowl, added in the press release. “As hosts of three elite bowl games this post-season, we believe our games can deliver a huge audience of college football fans hungry for a victory and Chilean Hass avocados.”

A trip to the Tostitos BCS national championship game is also the grand prize for CAIA’s consumer Chilean Avocado Lovers Club random drawing. The campaign, expanded from last year’s success, includes a social networking presence on a micro website, Facebook and Twitter and a redesigned prize structure with one grand prize winner trip to the Tostitos BCS National Championship game and 14 $500 supermarket gift card second prizes.

Consumers are able to join the club and enter the drawing through Feb. 15, 2011. Participants may also enter the drawing by mailing in an entry form obtained from local grocery stores supporting the club by displaying promotional materials created by CAIA. In the produce department of the participating supermarket chains, CAIA will inform consumers about the Chilean Avocado Lovers Club and random drawing through in-store display units with handy ripening bags for consumers’ home use and a colorful sweepstakes entry pad.

Through CAIA’s partnering sponsorships with the Tostitos Fiesta Bowl and Tostitos BCS National Championship games, college football enthusiasts will learn about Hass avocados from Chile and taste them first hand at College Football’s Biggest Party and the Fiesta Bowl Stadium Club tailgate pre-game extravaganzas prior to each major bowl game.

Included in the sponsorship, CAIA receives a tented booth for each game at CFBP and Stadium Club to interact directly with fans who stop to take a photo with CAIA’s Avocado Man mascot, enter a special Chilean Avocado Lovers Club drawing for $500 in free groceries or take some of CAIA’s promotional items on display. As the presenting sponsor of the Stadium Club Pregame prior to both bowl games, Chilean Hass avocados will be featured in several of each tailgate party’s menu selections.

Fans attending the Tostitos Fiesta Bowl and Tostitos BCS National Championship will learn about Chilean Hass avocados before and during the game through game-time recognition via stadium public address announcements, and full-page game program advertisement.

As a part of this sponsorship, CAIA will also receive a full-page game program advertisement, name recognition on the game scoreboard and a luxury VIP suite for CAIA guests at the 2010 Insight Bowl Dec. 28 in Tempe, AZ.