Public relations programs changed completely as a result of the Covid-19 pandemic, many of the face-to-face events were canceled, and brand launches migrated to digital.
Fernanda Alvarado, is a teacher in community nutrition with an International Master’s degree in Nutrition and Dietetics from the European University of the Atlantic. She is co-author of the Manual “Learning to Live with Diabetes” of the Universidad Iberoamericana and for more than 10 years, she has been working on the creation of editorial content related to nutrition and a healthy lifestyle for the food industry.
Fernanda is convinced that digital media are an important vehicle for prevention and health care, which is why she generates content that seeks to improve the diet of Mexicans and publishes them on her Blog Bien Comer, Instagram profile with more than 15,300 followers; and YouTube channel with 54,300 subscribers; she also hosts a podcast, a leader in the nutrition, health and wellness category.
Due to the impact of her communication, Imalinx decided to work with Fernanda to increase brand awareness of Pasitas de California, Real California Milk and Kiwi Zespri Vita in the nutritional field.
The campaigns lasted 12 months where 100% digital activities were developed to talk about the benefits of incorporating raisins in the daily diet, even in the bakery, as well as fighting the myths of dairy and promoting its qualities of a natural product . On the other hand, the Kiwi Zespri had a great boost by positioning it as a fruit that provides more than 100% of the vitamin C necessary for an average adult.
Among the most outstanding activities is the Well Eating podcast recorded together with Chef Irving Quiroz to talk about Diet and Bread, with key messages of the contribution of raisins in the bakery. Said podcast reached the # 1 position of the most listened to podcast in 2020. (Listen to it here)
As well as a Youtube Live with Sol Sigal, to talk about the benefits of vitamin C in high performance athletes. And YouTube videos with topics such as: “Are dairy necessary?” / Raisins, a healthy sugar substitute “/” All about butter “/” Dairy myths “. With a total of +121, 245 views.