Avocado commission sets Cinco de Mayo promotion

04/10/2013 05:10:00 PM
Mike Hornick

California Avocado CommissionChef Susan Feniger, left; California Avocado Commission vice president of marketing Jan DeLyser, center; and chef Mary Sue Milliken will collaborate on Cinco de Mayo promotions.The California Avocado Commission is planning promotions for Cinco de Mayo, when consumption in the U.S. is expected to reach 87.3 million pounds.

Celebrity chefs, new recipes, a Facebook sweepstakes and retail display bins are part of the effort.

Because May 5 is on a Sunday, chefs Mary Sue Milliken and Susan Feniger — television’s Too Hot Tamales — will focus on brunch recipes in the Irvine, Calif.-based commission’s media outreach, according to a news release. Examples include:

 

  • California avocado chorizo egg in the hole; and
  • Crispy black bean corn cakes with smoky avocado salsa.

 

The Facebook sweepstakes will offer prizes of cash and avocados. Online banner advertising and a blogger recipe contest are planned, as is a Cinco de Mayo microsite. Marketing materials will focus on the whole weekend.

For supermarket registered dietitians, the commission will tout a no-kitchen recipe demo idea for avocado veggie tacos.

The retail bins plus point-of-sale material can be ordered from the commission.

“(We are) working with retailers to provide customized support,” Jan DeLyser, vice president of marketing, said in the release.



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