Integrated Marketing Campaign Generates Nearly 400 Thousand Hits

Irvine, Calif., (October 2007) – The California Avocado Commission’s (CAC) fully-integrated marketing campaign promoting Fresh California Avocados generated consumer awareness and demand this season with the “California Avocado Irresistible Challenge.” Using a combination of radio spot advertising, outdoor advertising, online banner ads, trade communications (foodservice and retail), public relations, point-of-sale support materials, and a dedicated Web site, the 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 vice president of marketing. “All of the elements worked together to build brand awareness and strengthen demand for California Avocados.”

Nearly 400 thousand hits were received via www.CaliforniaAvocado.com, a dedicated Web site created for the campaign. 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. Karen Connor of Henderson, Tennessee is the lucky winner.

“Exciting promotions were delivered across the board to our retail and foodservice customers as well,” continued 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 and five grand prize winners, selected at random, were awarded an Apple® 30GB iPodTM. Grand Prize winners included: Richard Bixler – Brookshire’s Grocery Company # 117 (Sweetwater, TX); Joaquin Perez – FoodTown #8 (Houston, TX); Eric Dodge – Hy-Vee #1410 (Mason City, IA); Brent Edwards – Save Mart #40 (Exeter, CA); and John Smith – Super 1 Foods #617 (Buston, LA).

About the California Avocado Commission
Created in 1978, the California Avocado Commission strives to increase demand for California avocados through advertising, promotion and public relations, and engages in related industry activities that benefit the state's 6,000 avocado growers. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry.