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IRVINE, Calif. -- The California Avocado Commission (CAC) here has launched a fully-integrated marketing campaign to reach shoppers in their cars, at work, at home, and at the point-of-purchase in grocery stores and restaurants, all to drive consumer purchase at retail.
The new campaign invites consumers to eat Fresh California Avocados and to take the "California Avocado Irresistible Challenge." It also includes a grand prize that will have one consumer driving away in a brand new car.
"By using multiple mediums and integrating the campaign we maximize the consumers reached and the number of times we reach them with the 'Irresistible California Avocado' message," said Jan DeLyser, CAC's v.p./marketing. "Whether we are talking to our retail and foodservice customers or with consumers, we are delivering a consistent message."
In-store materials include easel cards, channel strips, take-home tear-off recipe pads, and buttons for produce personnel.
The "California Avocado Irresistible Challenge" in-store display contests will run nationwide through August 31, 2007.
Consumer advertising has been running in California, Oregon, Washington, Arizona, Texas, and Georgia, the organization said. As part of the campaign, consumers are encouraged to take the "California Avocado Irresistible Challenge" at www.californiaavocado.com, created to engage the consumer in a fun and informative way. Upon entering the Web site, consumers become a contestant in an interactive, game show-style quiz with the opportunity to enter the "California Avocado Irresistible Challenge" sweepstakes. One winner will be selected from all the entries and be awarded the grand prize - a 2007 Prius.
Retailers can participate by visiting www.avocado.org/retail.