Sep 4 2008

Tie-ins with Sutter Home Winery and Corona Add In-Store Excitement

Irvine, Calif. (September 4, 2008) – The California Avocado Commission (CAC) 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 is CAC’s 5^th annual tie-in with Sutter Home wines Build a Better Burger® promotion. This national campaign, which ran from April through August, featured an enticing $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 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^SM, Sunkist® limes, NatureSweet® tomatoes and Vidalia® onions. Point-of-sale case cards and display cards announced the program to shoppers, and IRC coupons offering savings of $1.00 off two fresh California avocados encouraged consumers to purchase multiple avocados. Recipe booklets with tips for salsas and guacamole also promoted avocado usage.

Jan DeLyser, CAC’s vice president of marketing, appreciates the marketing power attained by blending first-time promotions with reprisals of past successes. “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,” said DeLyser. “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.”

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.