Expo ANTAD, that took place from March 12 to 14, is a trade show focused on the retail sector with more than 1,100 exhibiting companies and an estimated 10,000 professional visitors.
This year IMALINX coordinated a total of 17 booths for 6 of our clients, organizing logistics, business meetings and follow-ups with importers, distributors and supermarkets of various categories of food and beverages; from fresh produce such as Idaho Potatoes, grains and nuts such as Popcorn and California Raisins, dairy products with California Milk and various companies from the South and West of the United States.
The show was a success and has allowed us to see products in the supermarket in a short period of time after the show.
Zoofari is a zoo located in central Mexico that receives around 75,000 visitors annually. A popcorn machine was lent to Zoofari Park for a 4-week trial period to promote the profitability of having a popcorn machine and offering American popcorn to its visitors.
Additionally, promotional materials from Popcorn USA, including water bottles, bags, and cardholders, were sent to be distributed among their visitors to increase sales. At the end of the promotional campaign, Zoofari expressed great interest in acquiring a popcorn machine. Imalinx provided information, and Zoofari agreed to purchase the machine at the end of January.
For the second consecutive year, Popcorn USA! participated in the campaign of Six Flags in Mexico called Christmas in the Park. The objective was increasing awareness of the benefits and versatility of popcorn among its visitors, as well as increasing sales.
The campaign ran from November 25 through December 24, including the following activities:
After the campaign at Zoofari, the Benjamin Franklin Library expressed great interest in acquiring a popcorn machine.
Following up on foodservice activities, Imalinx provided the Benjamin Franklin Library with a popcorn machine for a 4-week trial period starting July 19th. Additionally, a staff member was assigned to operate the machine during this period on their Wednesday movie nights. Now there is a permanent popcorn maker and popcorn to be enjoyed.
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.