APTOS, Calif. (August 26, 2010) – Coinciding with the worldwide excitement of soccer due to the 2010 Fédération Internationale de Football Association (FIFA) World Cup, the Chilean Avocado Importers Association (CAIA) teamed up with American Youth Soccer Organization’s (AYSO) 2010 National Games tournament for children and young adults held this month at the Palm Beach International Polo Club in Wellington, Fla.
The partnership with AYSO’s National Games gave CAIA the opportunity to educate more than 10,000 youth soccer participants, coaches, parents and volunteers from across the country about avocados from Chile.
“With increased emphasis on children’s healthy eating and exercise programs like the First Lady’s Let’s Move program to fight childhood obesity, the AYSO National Games audience is the perfect way to deliver nutrition and usage information to this key consumer demographic,” said Maggie Bezart, CAIA marketing director. “For more than two years, CAIA has successfully partnered with AYSO to expose a large number of people to our delicious avocados.”
During the weeklong tournament, National Games participants, volunteers and fans were exposed to avocados between soccer games through CAIA’s onsite presence. CAIA interacted with National Games participants, gave away CAIA soccer-themed key chains, recipes and soccer balls. CAIA’s Avocado Man mascot proved to be very popular with children and adults alike, who requested to take photographs with him. During one exciting moment on the field, Avocado Man scored a penalty kick that delighted the AYSO crowd.
The AYSO National Games sponsorship is one component of CAIA’s marketing efforts to support its upcoming 2010-2011 season. Other supporting programs and tactics include retailer promotions, consumer contests via the Chilean Avocado Lovers Club and football-related consumer programs.
Source: Chilean Avocado Importers Association
