Frieda's and CAC team for joint retail promotion
Frieda's and CAC team for joint retail promotion
The California Avocado Commission and Frieda's Inc. are combining forces in a consumer recipe promotion for Fresh California Avocado Crepe-Wraps. The promotion is scheduled to run from April 1 through Sept. 4.
The promotion theme, "They Play Well Together," assures retailers and consumers that avocados and crepes go together and taste very good, according to Tristan Kieva, Frieda's vice president of sales and marketing. "You have two marketing companies that focus on promoting these products in a new and unique way. We're showing we can pair up together and come up with something the consumer finds of value," she said in a statement.
Frieda Caplan, founder of Frieda's Inc., was behind the concept of pairing avocados with the crepes, which have traditionally been paired with dessert fruits. The recipe is simple to make and features the crepes, avocados, cherry or grape tomatoes, red onions, ranch salad dressing and chicken or crab meat.
"It is colorful, light and appealing for Easter as well as other gatherings and eating occasions throughout the promotion," said Jan DeLyser, vice president of marketing for the California Avocado Commission. "This promotion offers retailers the opportunity to approach their displays with some new concepts that will result in impulse sales."
Since the crepes don't have to be refrigerated, both products can be merchandised together. "It would be easy to make a secondary display anywhere with a box of the crepes featuring the recipe tear-pad next to a basket of avocados," Ms. Kieva said.
The promotion features in-store point-of-sale material and consumer advertising with 60-second radio spots featuring 20-second retail tags in the 10 advertised markets. A matte release will go out to consumer newspapers across the country in late March highlighting the recipe in food sections prior to Easter, Ms. DeLyser said.
Sales representatives from both organizations will contact retailers to discuss the promotion, which could include display contests, secondary displays and recipe demonstrations.
The point-of-sale material includes a sell sheet, a colorful 7-by-11-inch promotional sign, a 20-by-20-inch sign to place in the avocado display, an easel sign to hold the recipe tear-pad and Frieda's crepe display shipper that holds 12 packages (with 10 crepes to a package) along with copies of the recipe.
The target audience for the promotion is women ages 25-54 who generally are the home menu decision-makers and who plan the festive events that bring people together in spring and summer, Ms. DeLyser said.
The promotion theme, "They Play Well Together," assures retailers and consumers that avocados and crepes go together and taste very good, according to Tristan Kieva, Frieda's vice president of sales and marketing. "You have two marketing companies that focus on promoting these products in a new and unique way. We're showing we can pair up together and come up with something the consumer finds of value," she said in a statement.
Frieda Caplan, founder of Frieda's Inc., was behind the concept of pairing avocados with the crepes, which have traditionally been paired with dessert fruits. The recipe is simple to make and features the crepes, avocados, cherry or grape tomatoes, red onions, ranch salad dressing and chicken or crab meat.
"It is colorful, light and appealing for Easter as well as other gatherings and eating occasions throughout the promotion," said Jan DeLyser, vice president of marketing for the California Avocado Commission. "This promotion offers retailers the opportunity to approach their displays with some new concepts that will result in impulse sales."
Since the crepes don't have to be refrigerated, both products can be merchandised together. "It would be easy to make a secondary display anywhere with a box of the crepes featuring the recipe tear-pad next to a basket of avocados," Ms. Kieva said.
The promotion features in-store point-of-sale material and consumer advertising with 60-second radio spots featuring 20-second retail tags in the 10 advertised markets. A matte release will go out to consumer newspapers across the country in late March highlighting the recipe in food sections prior to Easter, Ms. DeLyser said.
Sales representatives from both organizations will contact retailers to discuss the promotion, which could include display contests, secondary displays and recipe demonstrations.
The point-of-sale material includes a sell sheet, a colorful 7-by-11-inch promotional sign, a 20-by-20-inch sign to place in the avocado display, an easel sign to hold the recipe tear-pad and Frieda's crepe display shipper that holds 12 packages (with 10 crepes to a package) along with copies of the recipe.
The target audience for the promotion is women ages 25-54 who generally are the home menu decision-makers and who plan the festive events that bring people together in spring and summer, Ms. DeLyser said.
