The California Avocado Commission executed a succession of consumer co- marketing promotions for spring and summer, including a Build a Better Burger program tie-in with Sutter Home wines and a Fiesta de Flavor sweepstakes partnering with Corona beer.

Leading off the promotion line-up was the commission's fifth annual tie-in with Sutter Home wines Build a Better Burger promotion. This national campaign, which ran from April through August, featured $50,000 in sweepstakes prizes to encourage consumers to create innovative hamburgers. California avocados were promoted by coupons and offers on wine bottle- neckers as well as through recipe distribution and on-line advertising. In addition, the sweepstakes was promoted via regional radio and a national print campaign.

Next, a summertime party came to produce departments across the country, with Corona beer's Fiesta de Flavor sweepstakes promotion featuring hand- grown in California avocados, Sunkist limes, NatureSweet tomatoes and Vidalia onions. Point-of-sale case cards and display cards announced the program to shoppers, and instant-redeemable coupons offering savings of $1 off two fresh California avocados encouraged consumers to purchase multiple avocados. Recipe booklets with tips for salsas and guacamole also promoted avocado use.

Jan DeLyser, vice president of marketing for the commission, said in a press release that the marketing power attained by blending first-time promotions with reprisals of past successes was successful. "CAC is focusing its marketing efforts in the April-to-September period when California avocados are at their peak of availability, providing consumers with an excellent eating experience. We are overlaying our ground-breaking 'California Avocado Grower' campaign with a series of consumer promotions, and packing them with sales support tools designed to help build a powerful spring and summer avocado season."