During the Expo Cocina y Sabores, Popcorn USA participated with various activities such as sampling product, children’s activities and a presentation with the renowned Costa Rican Chef Juan Carlos Delgado.
The Chef made a delicious recipe, a salad with topping made of popcorn.
The program, created by Imalinx, was integrated with mass media and direct communication in point of sales by the end of 2012.
Didactic materials were produced and focused on families with children to encourage healthy eating of American popcorn.
The result of the marketing mix led to an increase in sales of 117% in selected stores.
During the second semester of 2012, a social media and retail marketing campaign was developed in Mexico and Costa Rica to promote the consumption of U.S. kernel popcorn.
The objective was to demonstrate consumers the benefits of including popcorn as part of their daily diet. The campaign had a total reach of 1,530,000 consumers in Costa Rica and more than 2,000,000 people in Mexico.
As a result of the campaign, alliances were created with one of the most important cinema chains in Costa Rica, where it was possible to negotiate the most significant points of sale to position U.S. kernel popcorn.
From December to January, in representation of the U.S. Popcorn Board, Imalinx implemented a television campaign with the objective of communicating the different ways of consuming U.S. kernel popcorn.
The participation had national and regional coverage, also publications in magazine-type programs, where the average audience was 2.1 million viewers.