APTOS, Calif. (Sept. 23, 2010) – Building on the success of last year’s program, the Chilean Avocado Importers Association (CAIA) has again partnered with college football’s premier Bowl Game destination, the Tostitos Fiesta Bowl, which will be played on Jan. 1, 2011 in Glendale, Ariz. Additionally, CAIA has expanded on this great partnership to also sponsor the Insight Bowl and college football’s biggest game – the 2011 Tostitos BCS National Championship game on Jan. 10. This sponsorship opportunity gives CAIA on premise visibility among hundreds of thousands of college football fans – and an all-expenses-paid trip for one lucky grand prize winner and a guest from the Chilean Avocado Lovers Club.
“We are truly honored to have this very unique opportunity to partner with the Tostitos BCS National Championship, Tostitos Fiesta Bowl and Insight Bowl this year because sports represents one of our major strategic initiatives in marketing Hass avocados from Chile to consumers,” said Maggie Bezart, CAIA marketing director. “As part of our partner retailers’ efforts to generate consumer interest and excitement in avocados from Chile, grocery chains love to build elaborate, football-related displays in their stores. Between reaching consumers in store and sampling our avocados before the Tostitos BCS National Championship and Tostitos Fiesta Bowl games in our exclusively-sponsored areas, we believe we are creating a lot of excitement and impact on sales – it’s a win-win for everyone involved.”
“We’re excited to team up again with the Chilean Avocado Importers Association and are so grateful for their support of major college football,” said Jay Fields, senior vice president of marketing for the Tostitos Fiesta Bowl. “As hosts of three elite bowl games this postseason, we believe our games can deliver a huge audience of college football fans hungry for a victory and Chilean Hass Avocados.”
A trip to the Tostitos BCS National Championship game is also the grand prize for CAIA’s consumer Chilean Avocado Lovers Club random drawing. The campaign, expanded from last year’s success, includes a social networking presence on a micro website, Facebook and Twitter and a redesigned prize structure with one grand prize winner trip to the Tostitos BCS National Championship game and 14 $500 supermarket gift card second prizes.
Established in 2002, CAIA is composed of Chilean avocado importers, exporters and producers. The association’s main objective is to conduct market development activities and promotions to increase the consumption of Chilean Hass avocados in the United States during the Chilean season, August through March. Chilean Hass avocados are available throughout the fall and winter, when California avocados are out of season.
Source: Chilean Avocado Importers Association