CAC promotion reaches far and wide
CAC promotion reaches far and wide
The California Avocado Commission's fully integrated marketing campaign promoting fresh California avocados generated consumer awareness and demand this season with its "California Avocado Irresistible Challenge."
Using a combination of radio spot advertising, outdoor advertising, on-line 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 100,000 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," Jan DeLyser, vice president of marketing for the commission, said in a press release. "All the elements worked together to build brand awareness and strengthen demand for California avocados."
Nearly 400 thousand hits were received at 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, TN, was the lucky winner.
"Exciting promotions were delivered across the board to our retail and foodservice customers as well," Ms. DeLyser added in the press release. "At store level, retailers participated with in-store materials and in a display contest."
Using the point-of-sale materials provided by the commission, 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 won an Apple 30 gigabyte iPod. Grand Prize winners were Richard Bixler of Brookshire's Grocery Co. in Sweetwater, TX; Joaquin Perez of FoodTown in Houston; Eric Dodge of Hy-Vee in Mason City, IA; Brent Edwards of Save Mart in Exeter, CA; and John Smith of Super 1 Foods in Buston, LA.
Using a combination of radio spot advertising, outdoor advertising, on-line 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 100,000 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," Jan DeLyser, vice president of marketing for the commission, said in a press release. "All the elements worked together to build brand awareness and strengthen demand for California avocados."
Nearly 400 thousand hits were received at 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, TN, was the lucky winner.
"Exciting promotions were delivered across the board to our retail and foodservice customers as well," Ms. DeLyser added in the press release. "At store level, retailers participated with in-store materials and in a display contest."
Using the point-of-sale materials provided by the commission, 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 won an Apple 30 gigabyte iPod. Grand Prize winners were Richard Bixler of Brookshire's Grocery Co. in Sweetwater, TX; Joaquin Perez of FoodTown in Houston; Eric Dodge of Hy-Vee in Mason City, IA; Brent Edwards of Save Mart in Exeter, CA; and John Smith of Super 1 Foods in Buston, LA.
