The 2018 season of kiwi Zespri began with a vitality breakfast launching, assistants were welcome with a fullbody functional class and later, they enjoy the taste of kiwis Zespri in a breakfast.
Brand’s representatives also participated in the event: Head of Marketing for Americas, Raul Murguía and the Marketing Director in Mexico, Ines Masallach, as well as the nutritionist Mariana Mancera, as the brand spokeswoman in nutrition subjects.
Reuniting 35 media in Mexico City, they managed to hit to 140.701 consumers in the metropolitan area.
The first event of the year organized by Real California Milk took place in NH Hotel Collection to receive more than 34 media and bloggers, food and specially cheese lovers.
The event was attended by four chefs: Consuelo Herrera, executive chef of Real California Milk, Iván Millán, Claudia Villegas and Zianya Palma, student of the CESSA and winner of a Class Masters organized by Real California Milk. The event offered a gastronomical route with recipes prepared with cheese in its main varieties: Mozzarella, Monterey Jack and Cheddar cheese.
The participation of media resulted in 26.463.854 impacts generated through different channels: social media, blogs, digital notes, interviews and magazines that promoted the Real California Milk seal.
Read the digital notes :
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.
In 2017 Zespri decided to create a geolocation campaign in Waze, the 1st ranked app in Latin America, above Google Maps and Foursquare, with more than 20 million unique users.
The main objectives of the campaign were to increase the recognition of the Zespri brand by 25% and Sun Gold kiwi by 13%, increase the market presence by 25% and facilitate the location of the product.
The campaign lasted a month and Waze users received a notification every time they passed near a supermarket that had Zespri kiwifruit for sale. The program was accompanied by content in digital and social media and on its website. Also with printings at points of sale.
The project resulted in 196 thousand navigations to locate Zespri kiwifruit in supermarkets and more than 118 thousand saved locations. Market expansion to 4 new cities in the Mexican Republic and 3 new supermarket chains in Latin America. This campaign has been a success story on Google for new categories.
From June 18th to June 23rd the Trade Mission for food distributors was held in Mexico City and Cancun. Nine companies from the Western US participated this year with categories of different products including wines, nuts, seafood, onions, dressings, among others.
The Executive Chef of Imalinx was present in the event to make a culinary demonstration where she developed innovative recipes using the products of the participating companies, with the aim that the attendees learn new application techniques of the products.
In total there were 153 one-on-one meetings with 26 different importers, distributors and chefs.
The Soriana chain club, introduced to its catalog California dairy products such as whole and low-fat milk Rock View brand, and Brothers brand desserts that contain California ice-cream.
A launch program was carried out with samplings days and media and digital media publications.
The Dairy Council of California conducted a 3-month nationwide sampling program at 37 Costco membership warehouse clubs.
The goal was to increase the sale of 3 types of Rumiano cheeses, which are Dairy Council of California labelled.
As a general result, during the sampling days the sale increased by 99%, compared to the previous days without sampling.
As part of the beginning of the Yellow Onions season, dinner was organized at the Jaso Restaurant in Polanco at Mexico City with more than 20 media from the gastronomic sector.
Chefs Sonia Arias and Jared Reardon of the Jaso Restaurant, were the creators of the exquisite dinner menu that was presented to the attendees to show them the versatility of the Yellow Onions and their mild, slightly spicy flavor.
Some of the prominent media and guests who attended the dinner are representatives of the Editorial Televisa and members of the United States Department of Agriculture.
At the end of the event, each guest received a promotional kit with product information to take home the flavor of the Yellow Onions.
At the beginning of September, the winners of the first California Raisins Bakery Contest in Mexico had the opportunity to attend the Culinary Institute of America in Napa, California along with a group of winning bakers and chefs from Asia and Europe.
Cultivation fields were visited, grapes were harvested and packing plants were visited.
The second edition of the massive Yoga for Peace event was held in Mexico City, attended by more than 600 participants of different nationalities and ages.
The attendees tasted the two varieties of Zespri Green and Sungold kiwifruit, the objective was to clearly communicate Zespri’s message of being in favor of peace and well-being, so the guests were invited to refresh themselves with some kiwifruits.
More than 500 people received promotional material, information and enjoyed the flavor of conventional and organic Zespri.