As part of IPC’s retail support efforts, we held l Potato Lover’s Month from April 8, 2024, to May 17, 2024, with the goal of increasing the supply and sales of Idaho potatoes in participating stores.
POS materials were sent out and used for displays. Store staff were assisted with setting up and maintaining the displays. The stores with the highest increase in sales were the 1st, 2nd, and 3rd place winners. The displays were posted on the Idaho Potato Facebook Page and were put to a vote based on the number of likes to determine a winner.
The Potato Lovers Month at HEB in 2024 was a success with unit sales increasing over 50%, thanks to the participation and enthusiasm of the managers and associates at each store.
We start the year with new desserts!
At the beginning of 2024 we launched 14 different First Street ice cream flavors at Chedraui nationwide in Mexico. From the classic vanilla and chocolate flavors, to new combinations such as our rainbow sorbet with orange, pineapple and raspberry ice cream.
We also launched the creamy French Petit Pot dessert at Costco Mexico, also nationwide. This dessert is a must, with simple ingredients, organic and super creamy, made with 72% cocoa. Its size is ideal to enjoy any day of the week, alone or with whipped cream, nuts and raspberries.
The launch of Petit Pot was accompanied by 4 demo days, as well as a publication on Real California Milk Mexico’s social networks announcing the new product, achieving a 53% increase in sales.
For the second consecutive year, Popcorn USA! participated in the campaign of Six Flags in Mexico called Christmas in the Park. The objective was increasing awareness of the benefits and versatility of popcorn among its visitors, as well as increasing sales.
The campaign ran from November 25 through December 24, including the following activities:
In collaboration with Alazan, a prominent importer distributing to key retailers like Scorpion and Tiendas DZ, we executed an innovative marketing strategy with a focus on culinary experiences. Over a span of 12 days in Ciudad de México, we hosted engaging cooking shows at the point of sale, featuring the preparation of popular dishes such as Arroz con Leche and Arroz a la Jardinera. The culinary events were strategically designed to captivate the attention of shoppers and enhance the overall shopping experience.
The impact of these cooking shows was substantial, as reflected in the reported sales figures. According to Alazan’s assessment, there was a remarkable 15% increase in sales during the 12-day period compared to the same timeframe in the previous year. This success underscores the effectiveness of experiential marketing in driving consumer engagement and boosting product sales.
Feedback gathered from participating stores, the importer, and consumers has been overwhelmingly positive. Stakeholders noted that such interactive activities not only create a stronger connection with customers but also foster a sense of commitment, ultimately translating into increased sales.
Potato Lover’s Month is an exhibition contest within a supermarket chain which consists of mounting the most creative display using the Idaho potato. The first edition of 2023 was held in 80 Calimax stores distributed in Tijuana, Ensenada, Mexicali, Rosarito and SLRC.
More than 150 fruit managers and staff on the sales floor participated through their support in the arrangement and assembly of the displays, with the aim of creating an eye-catching display that would capture the eye of the consumer.
All displays were posted on the Idaho Potato Commission’s Facebook page where hundreds of consumers and participants voted for their favorite display by liking.
Thus, achieving an increase in sales of 51.74% in pesos and 11.93% in volume; likewise, a shrinkage reduction of 24.61%. On the other hand, more than 150 interactions were obtained between likes, comments and shares on the Facebook page.
Through the support granted by the Idaho Potato Commission, a cooking show was held at the Grupo Tarahumara facilities in one of its main warehouses within the Guadalajara, Jalisco supply center.
The activity consisted of the execution of a live recipe by a professional chef. During the execution of the recipe, the benefits, uses and versatility that characterize Idaho potatoes were communicated.
The results obtained through the promotion were the following:
Sales increased over seven times the average sales of Idaho Potato sacks.
It should be considered that the customers who carried out the promotion had not previously purchased the product and the purchase was to get to know the potato.
SUCCESSFUL ACTIVATION
California pomegranates are a specialty fruit that have delighted the palates of Colombian consumers. In coordination with the California Pomegranate Council, an industry training program was implemented with the objective of opening new business opportunities with importers, distributors, and retailers in Colombia through training on the handling of pomegranates.
FENALCO is a trade association that represents all Colombian merchants and businessmen and is specialized in sectors, in line with economic, technological and market trends.
Through Fenalco, the California Pomegranate Council had a communication campaign around the Gondola Event, which is the most important academic event in Colombian supermarkets reaching over 1,200 industry key contacts. The campaign consisted of publication in the official magazine of the event, presence of the council during the event on screens, mentions and banners that dressed the event.
Finally, Fenalco was the call channel for the training Webinar aimed at trade through a massive mailing.
With the aim to increase the visibility of Zespri sungold kiwis, Imalinx oversaw coordinating a point-of-sale merchandising program in 15 HEB stores throughout the state of Nuevo León.
A promotion route was carried out in which the Kiwis Zespri displays were highlighted with the implementation of POP materials that captured the attention of multiple consumers.
Street Vendors is a promotional program in which Imalinx supports vendors in traditional markets by setting up displays with added value elements to increase the exposure of Zespri kiwifruit in the traditional channel.
Some of the traditional markets that benefited from the program were in Mexico City, Toluca, Puebla, Hidalgo, and Querétaro. Part of the support given to the vendors consisted of the adequate accommodation of the product, placement of POP materials and materials to offer tastings to their customers.
The biggest success of the Street Vendor program was the sales increase within the traditional channel.