The Potato Lover’s Month promotion was an exhibition contest that was held from October 17th to November 17th in stores of the retail chain CALIMAX, with the objective of increasing visibility and sales of Idaho potatoes in 89 stores in the region of Baja California as well as guide the consumer in the selection and purchase of Idaho potatoes.
The biggest challenge throughout this activity was to be able to have visibility due to the contingency of COVID-19
Potato Lover’s Month was achieved through retail marketing activities, such as:
- Massive exhibitions in-store
- Social media contest in which more than 20,000 people were reached. It is worth mentioning that photos of stores were updated daily to boost consumer voting, resulting in an average of 400 interactions per store.
- Chef Bernardo González’s cooking recipe on the social media of Calimax (on Facebook, Nov 04th), with a reach of 7.2 thousand people. The invitation to see this recipe was made through Facebook-Story with a reach of 3.3 thousand people.
- Newsletter targeting consumers with click rate of 23.1%, and an increase of 40% in votes for their favorite store.
The winning Potato Lovers Month stores were Cortes, Chapultepec and Xochimilco with sales increases ranging from 44 to 54.98%