The 2008/09 Chilean avocado marketing campaign in the US will focus on educating youngsters about the health benefits of the fruit through an exciting new project which sees the Chilean Avocado Importers Association (CAIA) team up with the American Youth Soccer Association (Ayso).
“Soccer is becoming an increasingly popular sport in the US, while sport as well as diet are important factors in maintaining a healthy lifestyle,” Adolfo Ochagavía of the Chilean Hass Avocado Committee in Chile told Fruitnet.com.
As part of the programme, youngsters can pay US$5 to attend Ayso soccer clinics where they can learn key skills and sample Chilean avocados, as well as enter an online video contest on the special Everyone Plays with Chilean Avocados website.
In addition, the CAIA is rolling out an impressive advertising and sampling campaign primarily on the West Coast, which will run from now until January.
“The drive comprises TV, radio and billboard advertising in both English and Spanish in Los Angeles, San Diego, Phoenix and Sacramento,” explained Mr Ochagavía.
“We’re also offering sampling opportunities for shoppers at Costco, Safeway, Kroger, Wal-Mart and Supervalu stores, among other retailers.”
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