California Avocado Commish, Frieda's Roll Out Fresh Promo

IRVINE and LOS ALAMITOS, Calif. -- Two of the produce industry's top marketing organizations -- the California Avocado Commission (CAC) and Frieda's Inc., respectively based here -- have teamed up for their first-ever joint promotion.

The organizations are combining forces for a consumer recipe promotion for Fresh California Avocado Crepe-Wraps from April 1 through Labor Day, Sept. 4. The promotion theme, "They Play Well Together," assures retailers and consumers that avocados and crepes go together and taste great too, according to Tristan Kieva, Frieda's v.p. of sales and marketing.

"You have two marketing companies that focus on promoting these products in a new and unique way," said Kieva. "We're showing we can pair up together and come up with something the consumer finds of value."

Frieda Caplan, founder of Frieda's, came up with the idea for the promotion pairing avocados with the crepes, which have traditionally been paired with dessert fruits. The recipe is simple to make and features the crepes, avocados, cherry or grape tomatoes, red onions, ranch salad dressing and chicken or crab meat.

"It is colorful, light and appealing for Easter as well as other gatherings and eating occasions throughout the promotion," said CAC's Jan DeLyser, v.p. of marketing. "This promotion offers retailers the opportunity to approach their displays with some new concepts that will result in impulse sales," DeLyser added.

The promotion features in-store POS material and consumer advertising with 60-second radio spots featuring 20-second retail tag in the 10 advertised markets. A matte release will go out to consumer newspapers across the country in late March highlighting the recipe in food sections prior to Easter, DeLyser said.

Sales representatives from both organizations will contact retailers to discuss the promotion, which could include display contests, secondary displays and recipe demonstrations. The POS materials include a sell sheet; a colorful 7- by 11-inch promotional sign; a 20- by 20-inch sign to place in the avocado display; an easel sign to hold the recipe tear-pad; and Frieda's crepe display shipper that holds 12 packages (with 10 crepes to a package) along with copies of the recipe.

The target audience for the promotion is women ages 25-54 who generally are the home menu decision makers and who plan the festive events that bring people together in spring and summer, DeLyser said.
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