Imalinx achieved to position blueberries as a versatile and added value product with a “more than just for muffins” approach.

On joint efforts with the renowned chef, Paulina Abascal, an integral campaign was developed with participation on television programs, radio and magazine articles.

In alliance with the magazine “Pasión por la Cocina” a contest was arranged in which consumers participated to win a visit to the kitchen facilities of the chef and to obtain the book “Larousse Desserts” autographed by the chef and author, Paulina. 

Having chef Paulina Abascal as spokeswoman of the brand allowed blueberries to position themselves as an added value item with a “more than just for muffins” approach.