The Washington, D.C.-based Chilean Avocado Importers Association is planning a plethora of promotions.

To help retailers and foodservice distributors move the 200 million pounds of avocados that growers will send to the U.S. from September through early March, the association plans to conduct retailer-specific promotions, said Maggie Bezart, marketing director.

The association will have a wealth of point-of-sale materials available, including “Game Time Anytime” posters.

Several 7- by 11-inch cards with tear-off recipes also will be available, and retailers can avail themselves to 35- by 30- by 13-inch Chilean avocados display bins.

Television and radio advertising starts in October, with radio and outdoor billboards continuing through January.

A Chilean Avocado Lovers Club contest will launch in September that will give consumers a chance to win more than $30,000 in prizes and free groceries.

They can enter through the association’s Facebook page or website —

“Last year, we had over 18,000 entries,” Bezart said.

The association also will sponsor nationwide in-store demonstrations starting in October wherever Chilean avocados are sold.

“We have complete in-store demo kits available,” Bezart said.

CAIA has expanded its national college football sponsorships this year.

“We’ll be sponsoring three championship games in January,” Bezart said — the Insight Bowl, Fiesta Bowl and the BCS national championship game.

The association will be the first-ever produce sponsor of the BCS game, she said.

CAIA also will continue its sponsorship and tie-in with American Youth Soccer Organization, which will include TV, radio and billboard campaigns emphasizing a healthful sports theme, she said.
The association is planning recipe placement and advertising for, and other websites.

CAIA also has planned media buys and promotions in major markets to support targeted retail customers.

Those include 30-second radio and TV spots and radio sports sponsorships, including NCAA football and pro soccer sponsorships with Chivas USA.

The association will continue its social networking programs and participate in first lady Michelle Obama’s Let’s Move campaign to combat childhood obesity, Bezart said.

Finally, the association will partner in the fall “Kickoff with Hass Avocados” promotion with the Hass Avocado Board and the California Avocado Commission.