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.
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.
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.
As part of the consumer public relations program of the Idaho Potato Commission, Imalinx contacted a group of international bloggers to travel to Idaho and live the experience of knowing the entire process that the Idaho Potatoes go through to reach the consumer table.
The publications of all participants talked about the benefits, the way of harvest, the added value, recipes and the experience lived in Idaho.
The group was made up of bloggers focused on food from Guatemala, Costa Rica, Mexico, Panama and Puerto Rico.
Formed by Chef Citlali Huerta and Hussein Cárdenas of the TV Azteca program called “Con ganas” (with willingness) in the northern region of Mexico. With more than 3,000 followers on Facebook. Additionally, the Chef also published in her personal account with more than 2,000 followers.
With more than 14,790 followers on Instagram, 5,500 followers on Facebook and 2,000 on Twitter. The author, Jorge Chanis made publications using the hashtag #RicasPapasDeIdaho.
Mara Corado Valls, the owner of NuChef, with more than 3,000 followers on Instagram and Twitter and approximately 1,000 followers on Facebook.
An account with more than 5,700 followers on Facebook, 4,297 on Twitter and 3,065 on Instagram. He published the best moments of the experience and some with content focused on the Idaho Potato harvest.
At the end of the project, the 4 bloggers totaled 73 posts in the 3 social networks. Approximately 55,000 people were reached, and the posts generated traffic to our Idaho Potato Fan Page on Facebook.
In order to promote the Zespri kiwifruits, a breakfast was organized at the Zapote Restaurant in Mexico City, and media and
bloggers focused on gastronomy and nutrition were invited to enjoy both
varieties of Zespri kiwifruit, Sungold and Green in different
presentations of meals and drinks.
During lunch, the
attendees were explained the gastronomic and nutritional benefits that Zespri offers, as well as its quality level and what
differentiates it from other fruits.
Representatives of
the New Zealand Embassy attended the event and spoke about the importance of
the alliance between the two countries.
As part of the activations during the Zespri Kiwifruit program with McDonald’s, the recovery snack after the 5K race organized by McDonald’s Mexico was a delicious Zespri kiwifruits. This activity helped to consolidate Zespri’s positioning in the Happy Meal.
The McDonald’s Race was held in Mexico City and more than 2,000 participants enjoyed a delicious kiwifruit at the end of the race.
The activity resulted in an increase in Zespri brand recall from 21% to 47% according to the campaign evaluation market study.
In 2015,
McDonald’s and Zespri Kiwifruitfruit joined their efforts to develop a healthy feeding
program for families through the promotion of including Zespri Sungold Kiwifruit variety in McDonald’s Happy Meal.
As part of
this launching campaign, at McDonald’s branch in Sunken Park, a recording
was held, of children and parents experimenting and enjoying a delicious Zespri Sungold kiwifruit where they knew the benefits of the
product and were given the brand promotions.
The campaign
lasted 5 weeks, around 1.3 million kiwifruits were delivered to more than
400 restaurants in the country and having an impact of more than 1 million
smiles achieved.
A press conference was coordinated to promote
the alliance of Zespri and McDonald’s Mexico. Presenting the scoop of
Zespri Kiwifruits in the Happy Meal worldwide.
National media interviewed Carol Ward, General Manager of Marketing at Zespri,
and Félix Ramírez, Head of Corporate Communications at McDonald’s Mexico.
In addition to this event, interviews with international media resulted in
articles and high visibility for Zespri and McDonad’s.
The event was held on July 3rd and 4th, 2015, in Pabellón Cuemanco in southern
Mexico City.
The aim of the participation was to disseminate nutritional information and
health benefits of Zespri kiwifruits to the attending families.
Around 80 families received information and tasted kiwifruit of both varieties
covered with chocolate. (Sungold and Green)
As part of the Marymount College tradition, the third family marathon was held at Chapultepec Park in Cuernavaca, Morelos. More than 500 families attended and enjoyed a day full of recreational activities.
The participation of Blueberries had the objective of promoting this little fruit as a healthy snack and easy to combine.