The California Avocado Commission, Irvine, has been focusing on promotions from April to September to take advantage of peak availability, while combining new and tried-and-true campaigns.

For the fifth year, the commission brought back the Sutter Home wines Build a Better Burger promotion. The national campaign, which invited consumers to create innovative burgers using avocados, features $50,000 in sweepstakes prizes.

“This promotion has allowed California avocados to be associated with burgers and grilling, whereas five or six years ago you would rarely see avocados promoted with hamburgers,” said Jan DeLyser, vice president of marketing. “Now it’s fairly common to see retailers and even foodservice using avocados as a key ingredient with burgers.”

Coupons on bottles of Sutter Home wines promoted California avocados. The sweepstakes were promoted through regional radio advertisements and a national print campaign.

In a new co-marketing promotion, the commission partnered with Corona beer on the Fiesta de Flavor sweepstakes that, in addition to avocados, also featured Sunkist limes, NatureSweet tomatoes and Vidalia onions.

“This promotion provided an added awareness of avocado consumption,” DeLyser said. “We’ve found that avocado consumption is directly related to occasions that bring people together.”

Point-of-sale case cards and display cards let shoppers know about a program that featured $1 off coupons on two California avocados. There was also a recipe book with tips on making salsas and guacamole.