Partnership with Costco México for pizza promotion.

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. 

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Bon Bons ice cream launch in Costco

On April 12 was the launch nationwide in Mexico of Bon bons ice cream, mini bites of vanilla ice cream covered with chocolate.  

The launch was accompanied by the publication of a video on Costco’s social networks which had a reach of more than a million people, on the Real California Milk Facebook the boosted official video resulted in 780, 685 consumers reached and 1,458,149 total impressions. 

In addition, a special influencers campaign was published with more than 70 proposals from Mexican influencers tasting the new product #BonBons. Total results: 54, 700 impressions.  

After the launch of the vanilla ice cream dipped in dark chocolate BonBons in Mexico in April, Real California Milk and Costco decided to make a 25% discount nationwide by late summer. 

The discount boosted sales and was a success, a return on investment of 219% was obtained with a total sale of 2,807. The promotion was valid from July 26 to August 2, 2021. 

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TASTE OF THE WEST

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

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Latin America virtual business mission

WUSATA carried out a virtual trade mission between exporters from the Western Union States and importers from 5 Latin American countries. The objective was to generate new business relationships and mission was divided into 4 categories on 4 different dates:

  • 27 August 2020 – Value-added products 
  • 3 September 2020 – Specialty drinks  
  • September 10, 2020 – Seafood  
  • 17 September 2020 – Fruits and vegetables  

18 companies from the Western Union States participated in the mission and 26 importers from different countries such as Costa Rica, Colombia, Chile, Panama and Dominican Republic were present. Each exporter had an average of 5 meetings, with a total of 106 meetings across the mission.

This activity was previously planned for a face-to-face trip to Costa Rica and Colombia but due to the restrictions of the pandemic we resorted to technology and offered the possibility of having private and group sessions. This new mode of business mission resulted efficiency and the possibility to target a greater number of contacts with previous and virtual agendas.

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