During the second semester of 2012, a social media and retail marketing campaign was developed in Mexico and Costa Rica to promote the consumption of U.S. kernel popcorn.  

The objective was to demonstrate consumers the benefits of including popcorn as part of their daily diet. The campaign had a total reach of 1,530,000 consumers in Costa Rica and more than 2,000,000 people in Mexico.  

As a result of the campaign, alliances were created with one of the most important cinema chains in Costa Rica, where it was possible to negotiate the most significant points of sale to position U.S. kernel popcorn.