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IRVINE, Calif. -A fully-integrated marketing campaign promoting fresh California avocados and sponsored by the California Avocado Commission (CAC) based here generated nearly 400,000 hits on a dedicated Web site created exclusively for the campaign.
Using a combination of radio spot advertising, outdoor advertising, online banner ads, trade communications, public relations, POS materials, and a dedicated Web site, the "California Avocado Irresistible Challenge" campaign generated millions of impressions, over a hundred thousand consumer entries, and dozens of entries in the in-store display contest.
"Our strategy was to reach the consumer wherever he or she might be - in their car, at work, at home, in the grocery store and at restaurants - with the 'Irresistible California Avocado' message," said Jan DeLyser, CAC's v.p./marketing. "All of the elements worked together to build brand awareness and strengthen demand for California Avocados."
At the site consumers took an interactive, game show-style "California Avocado Irresistible Challenge" and entered to win the grand prize, a 2007 Toyota Prius.
"Exciting promotions were delivered across the board to our retail and foodservice customers as well," said DeLyser. "At store level, retailers participated with in-store materials and in a display contest."
Using the POS materials provided by CAC, retailers were encouraged to create a "Take the Challenge" in-store display. Every qualified entry received a $20 Amazon.com gift card, while five randomly selected grand prize winners were awarded an Apple 30GB iPod.