In conjunction with the Retail Chain Calimax, the exhibition contest between the stores was held in all its formats with Idaho Potatoes (bags or bulk) 81 stores from Tijuana, Mexicali and, Ensenada participated in the objectives of the promotion: increase idaho’s potato supply and train buyers and warehouse personnel on proper handling and storage of the product.
The promotion lasted 4 weeks and Wilcox sent over 28 loads of Idaho potatoes.
In addition, the activity was complemented with a communication plan in conjunction with Calimax on its social networks, television ads and, radio. Also, a publication at the newspaper Frontera.
Sales of Idaho potatoes in the three winning stores increased by 62 % and, in total had a reach of 1 313 407 consumers.