Avocado board, Miller Brewing partner on promotion

01/09/2008 12:00:00 AM
John Chadwell

(Jan. 9) The Hass Avocado Board, Irvine, Calif., has teamed with Miller Brewing Co., Milwaukee, Wis., to promote hass avocados in retail stores during the heavy football post-season playoffs through Feb. 8.

“This is one of the four (major promotions) that are part of our overall campaign to promote hass avocados,” said Jose Luis Obregon, managing director of the HAB.

Obregon said HAB established a cooperative marketing relationship with Miller Brewing in 2007, and the board is spending more than $200,000 on the promotion that includes merchandising, co-marketing programs, Internet promotions and public relations.

“This is an opportunity to tie in with a branded product that has retail exposure as far as in-store displays and point-of-sales materials,” said Jan DeLyser, vice president of marketing for the California Avocado Commission, which is coordinating the campaign for HAB. “They’re offering a high-value recipe coupon booklet and there are 620,000 fully redeemable coupons.”

She said the typical consumption of hass avocados during the Super Bowl period is 49.5 million pounds.

“That’s enough to fill up the University of Phoenix stadium 19.1 feet deep with hass avocados,” she said.

She said the campaign is not specifically tied to the Super Bowl on the POP displays because HAB is not an official game sponsor. Instead, promotion materials contain the phrases “Super Party” and “Big Game Day.”



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