From December to January, in representation of the U.S. Popcorn Board, Imalinx implemented a television campaign with the objective of communicating the different ways of consuming U.S. kernel popcorn.
The participation had national and regional coverage, also publications in magazine-type programs, where the average audience was 2.1 million viewers.
Pomegranate arils are used in Mexican dishes during the months of August and September. However, the objective of this program consisted in extending the season during more months of the year, reaching until December or January. The recipes that were developed included ideas for snacks, health menus and beverages.
Media contacts received positively the material and additional to achieving an equivalent cost of 20 to 1 mentions and insertions, the pomegranates were part of the season and participated in one of the magazines with the largest circulation in December, Kena Christmas edition.
As representatives of the Blueberry Council, Imalinx organized a sampling activity at the restaurant Jaso, located in Mexico City at Polanco neighborhood.
The chefs, Jared Reardon and Sonia Arias, offered a tasting of six dishes which surprised even the most experienced palate, where blueberries were the source of inspiration of which chefs had to use in this occasion to create never seen before dishes on their menu.
The sampling of the menu had the objective of making the consumption of blueberries more accessible as it is a berry that is little known in our country.
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.
During the month of May 2004, reporters and representatives from more than 20 countries travelled to Tauranga, New Zealand to be part of an important celebration: the arrival of kiwifruit (which was known as Chinese gooseberry) to the country.
Media contacts from Asia, Europe and America participated in the program. From Mexico, writers from the newspaper Reforma, Editorial Televisa and Delicias de la Cocina participated as part of the strategic markets program of the Zespri kiwifruits. There was a global coordination with the different media, a tour in Auckland, a trip to the cultivation areas in Tauranga in New Zealand and to a Maori community; and a gala event chaired by Hellen Clark, Prime Minister of New Zealand.
The main objective was to show a sneak peek of what New Zealand has to offer to Mexico, and the evolution of that have these kiwifruits since the moment they are grown until they reach the consumer’s table.
The two things that stood out the most among all the participants were the warmth of the country and the passion for the fruit. What impressed all the attendees was the quality on which the kiwifruit is grown and how the country has focused on becoming the kiwifruit in its national fruit.
After this visit, Zespri’s program
in Mexico registered a 20% annual increase and the country became part of the
20 principal markets for this delicious fruit.