The Raisin Administrative Committee of California stablished an alliance with El Globo, a French-style gourmet bakery which is part of Grupo Bimbo and is a market leader in Mexico.
During the Christmas season, products were made with both varieties of Raisin, such as Fruitcakes and Panettone.
Samplings were made at 40 “El Globo” sale points for 80 days to boost the products sale. And marketing materials were designed and placed at the stores to increase visibility.
The purpose was to encourage California Raisins sales and provide information to consumers about theirs benefits, applications and characteristics.
An increase in sales of 2% for Panettone and 10% for Fruitcake were the results of the 6 weeks campaign. El Globo made its first purchase of raisin for the development of its products.