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.
On December 15, an online seminar was held by Chef Irving Quiroz with a live demo of two seasonal recipes sweetened through California raisins. During the 90-minute session, Chef Irving Quiroz highlighted the natural attributes of raisins, how to incorporate them into seasonal products, and shared about his experience in the fields of Fresno, California when he learned about how are raisins made.
The recipes that Chef Irving developed were a traditional Stollen and a Kouglof, a specialty of German origin whose main characteristic is the “mountain” style shape. The digital recipe book was available to download for each of the registered participants.
The webinar had a total of 527 people registered, and 49% total attendance with 351 users connected. At the same time, it was broadcasted via Facebook with a total of 4,700 views.
The event had an excellent response from the Pasitas de California community, the save the date communication was published on social networks resulting in 2,140 people reached from different areas, mainly Mexico City, Monterrey, the Dominican Republic, Colombia and even some cities in Europe.
During the month of December, Imalinx coordinated a program with 5 renowned chefs from mexico who had the opportunity to cook with dried fruits, dairy and fresh products.
With the aim of promoting the consumption of products such as yellow onion, raisins, California cheese and butter during the holiday season, Imalinx with the support of Beto Lanz coordinatedthis program with 5 renowned chefs across Mexico.
Participating Chefs: Pablo Salas, Bianca Castro, Andrea Martínez, Juan Emilio Villaseñor and Christian González, who developed easy-to-replicate recipes using the previously mentioned ingredients as the star ingredient.
Each of the recipes were published on the Chef’s own digital channels and replicated on the social networks of the brand in order to amplify the reach.
Pablo Salas, from the Amaranta Restaurant, developed a recipe of NY Sliders with yellow onion.
Bianca Castro. Biscottis Pastry baked a total of 3 recipes with California raisin butter, as well as a yellow onion crumble.
Andrea Martinez, from Casa Liebre prepared 2 recipes with California cheese and butter and a pork rind in Raisin Adobo. Also a Pasta made by yellow onion
Juan Emilio Villaseñor, from La Cocinoteca presents us with a recipe for mole with raisins, a butter with garlic and yellow onion stuffed with Cod.
Christian González from Boulangerie Amasijo, innovated by creating a raisin chamoy and a crisp shortbread based on California butter.
Luis Serdio from Corazón de Pollo, with a unique concept of gourmet rotisserie offered a limited edition Buffalo Chicken Sandwich and Mac&Cheese box with California cheeses.
On December 2020, California Raisins held the first edition of the contest “Christmas Bread” with Colectivo Mexicano de Panaderos, A.C. (COMEPAN A.C.).- Mexican Bakers’ Guild The contest was open for every bakery lover with or without experience, but with the same passion: baking.
The objective of the contest was to create a Christmas bread recipe with a unique condition: the bread must include California raisins. The participants sent at least 3 photos in high definition along with a short story about what inspired them to make that recipe. All recipes were presented and submitted for qualification to the jury, with Paulina Herrera, Miren Karmele, Carlos Ramírez, Pietro Lembo and Kenny Kuri; Mexican chefs and bakers that support the Bakery Sector in Mexico.
For the first edition, COMEPAN receive a total of 27 participant recipes, and selected 5 winners who surprised the jury with their Christmas bread recipe and receive $100USD as a prize. Among them was Daniel Sánchez who obtained 1st place in the contest with his product “Christmas Basket”.
After the contest, Pasitas de California developed a digital recipe book with all the creations of the 27 participants who showed their creativity, talent and Christmas spirit into a baked product that captivated the jury at first glance. (link a Receta)
About COMEPAN A.C.
The Colectivo Mexicano de Panaderos (Mexican Bakers’ Guild) is a meeting point for all bakery enthusiasts, professionals, entrepreneurs and enthusiasts in general who share the philosophy of good bread and good baking practices to obtain it, as well as the interest in professionalization and social valuation of the baker’s trade in Mexico.
On behalf of the Western United States Agricultural Trade Association (WUSATA) and coordinated by Beto Lanz 15 companies participated in the first recipe program in Mexico with the main objective of promoting value-added food and beverage products in the Mexican gastronomic industry.
The chefs who participated were Chef Pablo Salas, from Amaranta Restaurant; Josefina Santa Cruz, from Sesame; Chuy Elizondo, from Benell; Oscar Herrera, from Flor de Nogal; and Bianca Castro, from Biscottis Bakery. The companies that participated in this first recipe program were Agropur, Northwest Hazelnuts, Farmer’s Rice, Fresh Nature Foods, Barber’s food, Limoneira, Smile Foods, Royal Ridge, Shining Ocean, Pure palms, Jacey Cakes, Colorado Potatoes, Traina Foods, Bow & Arrow and Sadaf Foods.
Each company selected one chef to received the ingredients . Among those products were surimi, dried apricots, hazelnuts, fresh green garbanzo beans, potatoes, and gouda cheese. Each product with a different flavor and origin.
The recipes developed were published on the Chefs’ social networks and reposted on the official WUSATA social media pages, resulting in + 2, 218, 290 people reached and 1, 028, 900 views.
As part of the “Taste of the West” campaign, and with the challenge to communicate where to buy the products to consumers Wusata had communication through Walmart and HEB channels.
The campaign was achieved through digital advertising in both chains, a Landing page was created with all the products from the promotion, also banners on website and offsite communication (materials through social media). There was a total of 1103% growth in visits compared to the season without promotion and more than 9,600 interactions with consumers on the banners.
At the end of this project, a digital recipe book was developed now available in: https://issuu.com/home/published/taste_of_the_west_original
The month of August began with two online seminars in collaboration with the Mexican Bakers Guild (COMEPAN), a project created by Chefs and Bakers: Irving Quiroz, Bernardo Flores, Kenny Kuri and Carlos Ramírez Roure. The event was sponsored by Real California Milk, California Raisins, and the United States Department of Agriculture (USDA) Monterrey Office.
The invitation was open to the general public with the aim of captivating enthusiasts for the bakery that could later be part of the guild itself. The Seminar was carried out on two dates; August 12 for Mexico City and August 13 for Monterrey, achieving a total record of 3,081 people who connected from Mexico, the United States, Spain and Colombia.
The first date was covered with the participation of Kenny Kuri and Carlos Ramírez Roure who produce Cocoa Bread with pasitas, Vienna Bread, Rye Bread and Peasant Bread. On the other hand, Bernardo Flores and Irving Quiroz showed the techniques For achieving a low fermentation Ciabatta, Marbling Box Bread, Sourdough with Oat Atole and Dark Chocolate Babka.
The Mexican Bakers Guild is a meeting point for all bakery enthusiasts, professionals and entrepreneurs in general who share the philosophy of the goodness of bread. A survey was conducted to explore the opinion and segments of attendees:
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On May 27th, Imalinx organized a Bakery Webinar with Chef Irving Quiroz to talk about the “Uses of California Raisins i bakery” The Chef developed 3 recipes with raisins as the main ingredient and he explained the process of each one during the webinar.
The webinar was broadcasted on Zoom with a total of 461 registered attendees and 311 total users during 90 minutes. The webinar was also shared on Facebook Live , generating 604 more live views with the possibility of watching again, reaching 32k views by the end of May!
The activity was a total success, especially during this period where people are at home eager to learn something new every day. After the webinar we received many comments asking where to buy California Raisins, sharing their own recipes and greetings for making this webinar.
To celebrate National Raisin Day (USA) in Mexico, we coordinated a media experience in Mexico so media contacts could enjoy a naturally sweet snack from home.
The activity was coordinated with our public relations agency, who selected specialized media (foodies, nutrition, mommy bloggers among others) to send them a kit of California raisins to their home. The kit included a mason jar with California raisins branded material and a digital recipe book with 5 healthy snacks made by our nutrition specialist Fernanda Alvarado.
Total results: 14 distributed media kits, more than 20 publications in digital and social media.
Also, we sent two press releases to specialized cooking, bakery, nutrition, and gastronomy media with the goal of sharing relevant information about the benefits of baking with California raisins. We also took the opportunity to talk about the history of National Raisin Day.
This year, the California Department of Food and Agriculture (CDFA) sponsor the Superama Race, it took place on February 29, at the CU Stadium with a total of 5,000 runners in the categories of 5 or 10 km.
The sponsorship included two days of activation, the first one during the kit delivery and the second in the race, with a stand branded by CDFA, California Raisins and Halos Mandarins. The objective was to increase the brand awareness of the California Products and share key messages through a consumer kit delivered to the runners at the end of the race.
On both days the runners were invited to scan the QR code printed on a flyer made with recycled paper, the code sends them to a landing page with more information and the ones who completed their register was available to enjoy the product sampling. This dynamic was created for the generation of a database that resulted in 319 new contacts.
Our landing page had 478 visits, 429 clicks and a survey with runners favorite products:
36% Halo Mandarins
24% California Raisins
21% California Oranges
19% Wonderful Pistachios
The runners were so grateful about the product sampling because it was an excellent alternative for their recovery, after the effort made during the race.
In conjunction with Sam´s Club, a plan was made for samplings of California Raisins in 30 different stores, covering 20 states of Mexican Republic. The promotional product was under the name “Members Mark; own brand of Sam´s Club.
The promotion was supported by social media and printed materials to share recipes, nutritional data and, the benefits of eating 40 g. raisins a day with consumers. The goal was to invite young consumers and moms to include California Raisins on their daily diet as a healthy snack.
The result of the promotion was positive with a total of 3.5 tons of raisins were sold, on average sales per day with demo girls were 170 bags with 1.3 kg of California raisins each.