Espacio Food and Service is the most important food show in Chile. It was held from September 27th to 29th in Santiago de Chile, Chile where the key contacts of the industry get together to share trends of products, services, and technologies.
California Milk took part for the first time in the show to explore the Chilean market and its potential on the dairy industry. This time CMAB participated in the US Pavilion, giving us an excellent booth location.
During our time in Chile, we visited the main supermarkets in the country to know the varieties available, store formats, and start evaluating business development opportunities.
In the show California Milk found interest of over 100 importers, distributors, and restaurants specifically for the cheese category like cream cheese, mozzarella, cheddar, and artisan cheeses. Also, we started to develop relationships with at least 5 key contacts of the retail, foodservice and brand reps.
“We value your visit to know and evaluate Chile. We hope to move forward and be able to have many Real California Milk products in Chile and South America. The response of the contacts after the show has been very positive and encouraging. We’ve already had 5 meetings.” -Renato Poblete, Deli Casei
This year, we were able to introduce the different presentations of California Select Farms brand cheeses to the City Club chain. To boost sales, sampling sessions were held nationwide on 4 weekends during June and July.
The objective of the activity was for people to know more about the cheeses offered by Real California Milk, so that they can learn about the value and differentiation of dairy products with the seal and thus make better purchasing decisions.
For the tastings, the 6 different varieties were used, during the 10 days of demos a total of 3,467 cheeses were sold obtaining an ROI of 82%.
The California Milk Advisory Board once again participated in the largest Expo for Supermarkets in LATAM, Expo ANTAD. A leading professional event for the Retail, Hotel and Restaurant sector in the food industry supply chain, took place May 17-19 in Guadalajara.
It was an event focused on generating business meetings, publicizing the attributes and benefits of California Dairy Products, as well as the support we provide in marketing and communication matters.
We presented different brands of artisan cheeses such as Point Reyes, Sierra Nevada, Fiscalini, Vintage, Bellwether and Nicasio Valley.
Bob Leonard, Vice President of Pacific Cheese, presented the California Select Farms brand cheeses and we also prepared pizzas as part of the tasting activity throughout the 3 days of the expo.
Thanks to the event, we generated leads, we were able to introduce the full range of Vintage cheeses in the Mexican market and generate business opportunities for specialty products.
Due to Mother’s Day and the multiple recipes that can be made with Real California Milk’s mozzarella cheese, we implemented a strategy throughout the month of May through Sam’s Club digital magazine to promote and publicize the quality of the seal.
Editorial content was published promoting the brand’s own mozzarella cheese “Member’s Mark” in its two presentations, in bar and grated. This effort was supported by mobile and static banners on the Sam’s Club website, as well as posts on its social networks. These efforts were in force during the month of May seeking to promote the Memember’s Mark mozzarella cheese and the slogan of Real California Milk “Look for the seal”, where flavor, quality and performance were the main messages to highlight about the product.
During the promotion, a total of $13.7 M was sold nationwide, adding both presentations of mozzarella cheese. On the other hand, the campaign achieved a total of 1.86M impressions and a CTR of 2%.
On February 18, 2022, Pizza DePrizza unveiled its new pizza with pork rinds; a collaboration between Real California Milk and Carnes La Ramos, one of the most important butcheries in the North of the Republic founded in 1968, which with over time and the quality of their products became increasingly popular with their customers and in the whole region.
Faced with this and wanting to surprise their loyal clientele, La Ramos, set out to launch a new product that, without imagining it, would become one of the most popular and most preferred flavors in the north of the country: Pizza with Chicharrón de La Ramos. This delicious creation can be tasted in simple bites, as a stew or in a succulent sauce, turning it, thanks to its versatility, into an iconic and one of the favorite’s products of the region that later became so in most of corners throughout the country.
During the first quarter of launch, from February 15 to May 12, more than 21,575 pizzas were sold. This implied an increase on the California cheese sales within the pizzeria’s consumption with more than 1,425 tons and with more than 4,275 tons of California cheese during the quarter. The launching campaign included radio spots, printed flyers, social media advertising, trucks, billboards, influencers and more.
As of the launch date and during this first quarter, this new variety begins to stabilize as a product that hopefully will perdure in the Pizza DePrizza catalog.
Within the northern market of the country, it has been well accepted and in other areas it is beginning to be known.
In the month of December, hand in hand with other major brands, Real California Milk sponsored one of the biggest dynamics of the season, where a Christmas-themed musical theater production dedicated to children took place. The objective of this dynamic was to impact this segment of the market and at the same time, educate on how to Look for the Seal.
The event took place on dates prior to Christmas. Real California Milk participated as a sponsor with the “Look for the Seal” dynamic for a full month. The dynamic consisted of hiding the Real California Milk seals along the route and whoever found all the hidden seals would be the winner and would soon receive as a prize, a gift with branded backpacks, cheese boards, etc. At the same time, all of the attendees received a welcome kit with pens, balls, and pizza cutters.
The activity was very successful, with more than 10,500 cars at the end of the month, great attendee response towards the dynamics, and the prevalence of the Look for the Seal message was achieved.
This year DiStefano burrata cheese arrived to the best restaurants in Mexico! For two months, Real California Milk, in company of different media and influencers, traveled around “Ruta de la Burrata” visiting three different restaurants, all of them Italian, but with different concepts. Our first stop at Fornería del Becco, welcomed our guests with an exquisite burrata e pomodoro appetizer, followed by a burrata pizza with anchovy and spinach and calamarata pasta with asparagus and burrata, all exquisitely prepared by Chef Tobías Petzold.
The second destination was Ornella, a new restaurant in San Ángel (Mexico City) runned by Chef Axel Vázquez and which recentely opened its doors in October of this year. The Chef’s creations delighted commensals with a caprese and burrata salad with pomodoro pastry.
Finally, our trip concluded in Mattea, another restaurant under the command of Chef Vázquez, being an excellent option for fresh homemade pasta lovers. Here, the media enjoyed a pizza margherita with burrata, spaghetti with truffle, burrata with puff pastry and cherry tomatoes.
Each experience was instantly shared through our guests’ Instagram stories, Facebook posts and web articles, which were shared through the media: Larousse Cocina, Food and Wine, Food and Travel, Maria Orsini, Cocina Vital and Paperbeat. The campaign was a success and managed to impact more than 1,943,708 consumers.
Along with the media strategy during the “Ruta de la Burrata”, there was communication on the official social networks of Real California Milk, promoting the seasonal dishes with the DiStefano burrata and inviting consumers to visit the restaurants. The investment made in Facebook and Instagram successfully resulted in more than 3,795,015 impressions and around 1,544,026 people reached.
Our guests favorably enjoyed each stop of out “Ruta de la Burrata” and we successfully achieved satisfactory communication in each of the media, achieving top-level diffusion for the participant restaurants, as well as the presence of the Real California Milk seal.
Costco and California Milk Advisory Board teamed up to promote the varieties of pizzas from Costco Service Deli in different key seasons along the year.
Children’s Day
The origin of the cheese was promoted during the celebration of Children’s Day from April 26 to May 2 promoting the varieties: italian, cheese and pepperoni.
During the promotion, a total of 9,208 units were sold nationwide, with an increase in sales of 3% for pepperoni pizza, 40% for Italian pizza and 166% for cheese pizza.
Accompanied by publications on Costco’s Facebook page that resulted in 226Kpeople reached. The paid advertising campaign in Real California Milk networks resulted in more than 500, 000 impressions.
LAUNCH OF BONELESS BUFFALO PIZZA
The promotion ran for almost a month to accompany the festivities in the Halloween season from October 27 to November 21, promoting three varieties of pizza: italian pizza, pepperoni and the launch of the new flavor boneless buffalo.
During the promotion, a total of 76,094 units were sold nationwide, with an increase in sales of 28% for pepperoni pizza, 31% for Italian pizza and with sales of 6,638 units of the new variety boneless buffalo.
“Having fun like a king” was a campaign created in between Calimax and California Miolk Advisory Board to increase visibility of Real California Milk products, increase sales percentage and communicate the key message “Look for the seal”
The campaign was targeted to Calimax customers, to participate it was necessary to have a minimum purchase consumption of the products with the seal and the game consisted of answering a trivia related to cinema or TV series in the shortest possible time. The first 10 people to submit their correctly answered trivia were winners of awards ranging from 58 ”screens to one year of membership on streaming platforms.
The communication of the dynamics was accompanied by a digital campaign with the influencer “The good Leonardo”, posts, videos and stories on different social networks (Facebook, Instagram, Tik tok), as well as Radio and TV Calimax. The launch video of the promotion had 46.3 thousand views.
California Milk Advisory Board implemented a strategy through the Sam’s Club digital magazine to promote and communicate the benefits of the seal.
Editorial content was published promoting the price club’s own brand mozzarella cheese “Member’s Mark” in its two presentations, bar and grated. This effort was accompanied by mobile and static banners on the Sam’s Club website. The promotion period was during the month of June, seeking to promote Member’s Mark mozzarella cheese and the Real California Milk slogan “Look for the seal”.
During the promotion, a total of $ 2.2million (mxn) was sold nationwide, adding both presentations of mozzarella cheese. We had a total of 3.16M impressions