The Chilean Avocado Importers Association (CAIA) celebrated the world of soccer on 10 October during its American Youth Soccer Association (AYSO) Night with Club Deportivo Chivas USA at the Home Depot Center in Carson, California.
During the festivities, CAIA entertained in a hospitality suite importers of Chilean avocados and southern California-based supermarket retail executives representing Bristol Farms, Cardenas, El Tapatillo Markets, El Super, Fiesta Market, Food 4 Less, Gelson’s, K.V. Mart Co., Northgate González Markets, Ralphs, Stater Bros. and Superior Grocers.
Prior to the game, CAIA provided each retailer with a number of tickets, which they distributed to their employees and their families.
In addition to the hospitality suite, CAIA reached out more than 13,000 fans before and during the game through halftime recognition, on-field signage and their presence at ChivaTown, where fans spun the ‘Avodog Millionaire Wheel’ for prizes including Chilean Hass Avocado key chains, notebooks, t-shirts and magnets.
Together, CAIA and Chivas provided youth soccer balls customized with the AYSO and CAIA logos for the first 10,000 fans.
“AYSO Night was a tremendous success for us – our special guests had a great time and we were able to expose a large number of people to our delicious avocados,” said Maggie Bezart, CAIA marketing director. “Our partnership with Chivas USA has been fantastic as we have reached millions of Latino consumers.”
So far this season, CAIA has reached more than 8.7m consumers from its partnership with Chivas USA through a variety of communication channels including:
• CAIA logo featured in promotional information, including opening day materials and schedules –over 100,000 impressions
• 2009 Chivas USA season opener advertisement – over 80,000 impressions
• 2009 Chivas USA opening day announcement in LA newspapers – over 48,000 impressions
• CAIA AYSO night advertisements in LA publications – over 150,000 impressions
• “AYSO Night presented by CAIA” ads – local TV commercial spots with CAIA logo – over 100,000 viewers
• 16 televised games on Fox Sports West Prime Ticket – over 3.68 million viewers
• 8 televised games on TV Azteca América - over 3.36 million viewers
• CAIA sponsor exposure on LED screens during home games – over 220,000
• Exposure on Chivas USA Web site – over 800,000 monthly visitors
• Ads on Chivas USA’s 'Freekick/Tiro Libre' magazine – over 200,000
• Chivas USA at the Park - over 40,000 participants and guests, plus exposure on schedules, Web site and posters
• Major League Futbolito tournament – over 1,500 participants, logo inclusion on flyers and Web site
• CAIA and AYSO Night – luxury suite, 3,000 tickets, media promotion, soccer balls, coin toss, halftime exposure, on-field signage, Spanish-language ads
• Chivas Girls in-store appearances throughout the season
Established in 2002, CAIA represents 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 US during the Chilean season, August through March when California avocados are out of season.
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