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!
For the first time in history, the women’s team competed in order to participate in the Seventh World Cup of Rugby that was carried out from July 20th to July 22nd in San Francisco, California. During the previous season to the World Cup, the Zespri kiwifruit recharged the vitality and energy of the Serpientes women’s team of the Rugby Mexican Federation.
The
Classification Tournament took place on June at Campo Marte, Mexico City, where
the team had qualified to the World Cup to compete with the best international
teams, being the first contest Mexico vs New Zealand.
As the official sponsor, Zespri was in charge of gather the best moments of the players and was Michelle Farah (27 years) who shared with us what motivates her to play:
“It motivates me everything that is behind a match, a team that is my family, my family who supports me, the passion I have for sport, the values it incalculates and what implies this discipline, and the fact to share and to transmit the culture of rugby in our country.”
We recognize that the girls’ discipline, persistence and attitude have taken the team Serpientes to meet great goals and keep training to take the name of Mexico to great leagues and to leave all the passion in the field.
Zespri arrived at El Salvador and the presentation event with elaborated recipies with the two kiwi varieties was organized.
Kiwi Green and Sun Gold presentations were shown through different innovating recipes prepared by the Salvadoran Chef Olga Miranda, who was able to highlight the flavors and nutritional benefits of each variety.
The event counted on the presence of the representative of the local importer Celina Gutiérrez, General Manager of the Importer and Exclusive Distributor for El Salvador Fruteria Vidaurri Inc., Corp. and the representative of Zespri kiwifruit in Mexico Ines Masallach.
The Zespri kiwifruit, in their different varieties, was available in the main chains of supermarkets of El Salvador.
The Raisin Administrative Committee of California stablished an alliance with El Globo, a French-style gourmet bakery which is part of Grupo Bimbo and is a market leader in Mexico.
During the Christmas season, products were made with both varieties of Raisin, such as Fruitcakes and Panettone.
Samplings were made at 40 “El Globo” sale points for 80 days to boost the products sale. And marketing materials were designed and placed at the stores to increase visibility.
The purpose was to encourage California Raisins sales and provide information to consumers about theirs benefits, applications and characteristics.
An increase in sales of 2% for Panettone and 10% for Fruitcake were the results of the 6 weeks campaign. El Globo made its first purchase of raisin for the development of its products.