We distributed 7,810 boxes of Wonderful Halos through an e-commerce strategy with Walmart Mexico.
In February we contacted the Walmart e-commerce department to develop a strategy that increases the brand awareness of the Wonderful Halos Mandarins. The main objective was to educate our customers on the goods of this Wonderful product.
With the e-commerce team of Walmart we coordinated the delivery of Halos surprises, a total of 25 Walmart stores from Mexico City and Guadalajara distributed 7,10 boxes with two halos mandarins inside (340 boxes for Mexico and 225 in Guadalajara) These boxes were sent to any customer which had purchased $200 pesos in fresh products.
SALES REPORT (Official data from Walmart E-commerce Department)
In conjunction with Sam´s Club, a plan was made for samplings of California Raisins in 30 different stores, covering 20 states of Mexican Republic. The promotional product was under the name “Members Mark; own brand of Sam´s Club.
The promotion was supported by social media and printed materials to share recipes, nutritional data and, the benefits of eating 40 g. raisins a day with consumers. The goal was to invite young consumers and moms to include California Raisins on their daily diet as a healthy snack.
The result of the promotion was positive with a total of 3.5 tons of raisins were sold, on average sales per day with demo girls were 170 bags with 1.3 kg of California raisins each.
As part of the Retail Marketing campaign with Superama, Zespri joined the initiative to be the first fruit to have a e-commerce campaign with giveaway at Superama online.
Twenty Superama stores in Mexico City were selected in 4 different weeks of the season, to send 9 000 gift boxes to consumers.
For every online purchase of fruits and vegetables at the participating stores they were given a single box of kiwifruit Zespri® Sungold. The aim of this campaign was for more consumers to know this variety of Golden pulp, sweet taste and full of vitality and to encourage their consumption.
As part of the strategy, Real California Milk achieved the implementation of four different promotions in Local Pizza Chains located in three regions of Mexico, such as the Northwest (Tijuana, Jhon’s Pizza), Northeast (Monterrey, I Like Pizza and Pizza Deprizza) and, at the Center of the Country (Mexico City, Pizza Amore).
In addition, the promotions include marketing support for the development of point-of-sale printed materials, uniforms, digital communication and the use of the Real California Milk Seal on pizza boxes.
Pizza promotions with Real California Milk have represented an increase in cheese volume sales of 17 tons per month.
Imalinx developed a promotional strategy at the Amusement Park Six Flags Mexico in conjunction with Real California Milk Mexico and Johnny Rockets Restaurant, as the cheese used in its burgers is California Cheddar Cheese.
Activities were carried out for consumers at point of sale, social media and printed materials such as tablecloths and banners placed in different points at the park.
There was a 26 % increase in sales compared to 2017 vs. 2018.
In conjunction with Jhon´s Pizza, a menu promotion was held on the pizzas sold at the 2 points of sale at the stadium. Both brands had a reach potential of 36, 000 people in each of the games played.
Since the promotion, the increase in sales volume of Mozzarella Cheese was 25% per month. Due to this menu promotion, Jhon’s Pizza is evaluating the opening of its eighth restaurant within the area where the stadium is located.
The Wonderful Halos Mandarins program in Mexico worked hand in hand with the supermarket chains Walmart and Superama for a period of 5 months (December 2018-April 2019).
With the support of Retail Marketing communication and activities in point of sale, a total of 546 sampling days and 169 promotional days were achieved in 69 shops distributed in 7 cities.
The activities represented an increase in sales of 67.4 % compared to shops that had no samplings.
NuChef previously participated with Imalinx in 2016, in the Idaho Potato Commission project, “Blogger Harvest Tour”. Since its beginning in 2004. then the NuChef community has grown significantly.
Imalinx decided to collaborate with them to create an activity in order to position the Idaho Potatoes in the market, the activity consisted of two given workshops where people could cook using Idaho Potatoes, the first one focused on housewives early in the morning and the second one for executives in the afternoon.
The menu created was:
As a gift, participants received fresh Idaho Potatoes at the end of the workshop. The potatoes used were sponsored by Grupo Dispersa.
The workshops had 36 participants, who got involved in learning more about ways to cook with Idaho Potatoes and seeing the results of the workshop they shared their experience in their social networks.
Together with the Walmart chain, the campaign was designed to be applied in the following brands of the company: Walmart Supercenter, Superama, Bodega Aurrera and Sam´s Club.
Printed communication tools were developed, these tolls were placed in 465 stores and Zespri participated in the creation of videos, published on the social networks of the chain, with the theme of back to school season and some ideas for healthy snacks that included Zespri kiwifruit.
The objective of the campaign was to introduce low -cost formats varieties and to reach different areas of the republic, as well as increasing the brand presence in the market and supporting the sale this season.
The results of the campaign were positive as it increased the product availability in the market by 210%, reached a coverage of 81% nationwide and a sales increase of 89%.
Due to the success of previous geolocation campaign with Zespri kiwifruit at Waze, this year we decided to implement the campaign in Mexico.
The strategy of the campaign was based on a system of geolocation of Waze, same that allowed the users to identify the nearest points of sale of Zespri kiwifruit.
Users had the option to choose these points of sale as destiny and to begin its route towards Zespri kiwifruit, or to save the route to visit it later.
Results showed a total of 86.000 navigations, 5,8 million impressions and 39,9 clicks. With a total of 1 million unique users, the campaign showed that Walmart was the supermarket chain that more navigations generated.
One more year of the delicious flavor of Zespri distributed in all Mexico!