SuperChivas Christmas Promotion

The event consisted of a Christmas promotion together with the SuperChivas supermarket chain to position the Russet potatoes as well as the  “Grown in Idaho”  seal.

The draw was promoted in point of sale with an outdoor canvas in the stores and promotion in cash register, social networks (Facebook and Instagram) and SuperChivas website, posters in strategic points of the city of Mexicali, 40 monthly spots on local television, Mention in local radio and RadioChivas that is reproduced in the 21 branches of this supermarket. 

The promotion  stated that customers had to make a minimum purchase of 350 Mexican pesos in the chain to participate in monthly consumption vouchers for one year. 

There were a total of 21 winners who will receive monthly vouchers and we achieved 100% Idaho presente at the point of sale

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Sampling activity in Sam’s Club for 2021 season .

For the end of the 2021 season, Imalinx coordinated a sampling session with Sam’s Club to increase the brand visibility of Zespri SunGold kiwifruit. 

The first step was to provide an extensive training to the demo personnel so that they could share the key messages, a little history of the product and its benefits with consumers. 

 In addition we provide brand materials, such as: branded stand, aprons, face mask, tasting trays (just kiwi SunGold), fruit for tasting, banners, Zespri spoons in each of the samplings for our customers. 

Among the comments of customers, it was highlighted that Zespri Kiwi SunGold has a unique and sweet taste,  and as a result of this sampling we had an increase in sales of Kiwi Zespri SunGold of 75%, this comparing to 4 weeks prior to the activity. 

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Partnership with Costco México for pizza promotion.

Costco and California Milk Advisory Board teamed up to promote the varieties of pizzas from Costco Service Deli in different key seasons along the year.

Children’s Day

The origin of the cheese was promoted during the celebration of Children’s Day from April 26 to May 2 promoting the varieties:  italian, cheese and pepperoni.

During the promotion, a total of 9,208 units were sold nationwide, with an increase in sales of 3% for pepperoni pizza, 40% for Italian pizza and 166% for cheese pizza. 

Accompanied by publications on Costco’s Facebook page that resulted in 226Kpeople reached. The paid advertising campaign in Real California Milk networks resulted in more than 500, 000 impressions. 

LAUNCH OF BONELESS BUFFALO PIZZA

The promotion ran for almost a month to accompany the festivities in the Halloween season from October 27 to November 21, promoting three varieties of pizza: italian pizza, pepperoni and the launch of the new flavor boneless buffalo.

During the promotion, a total of 76,094 units were sold nationwide, with an increase in sales of 28% for pepperoni pizza, 31% for Italian pizza and with sales of 6,638 units of the new variety boneless buffalo. 

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Campaign “Having fun like a king”

“Having fun like a king” was a campaign created in between Calimax and California Miolk Advisory Board to increase visibility of Real California Milk products, increase sales percentage and communicate the key message “Look for the seal” 

The campaign was targeted to Calimax customers, to participate it was necessary to have a minimum purchase consumption of the products with the seal and the game consisted of answering a trivia related to cinema or TV series in the shortest possible time. The first 10 people to submit their correctly answered trivia were winners of awards ranging from 58 ”screens to one year of membership on streaming platforms. 

The communication of the dynamics was accompanied by a digital campaign with the influencer “The good Leonardo”, posts, videos and stories on different social networks (Facebook, Instagram, Tik tok), as well as Radio and TV Calimax. The launch video of the promotion had 46.3 thousand views. 

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Digital promotion with Sam’s Club

California Milk Advisory Board implemented a strategy through the Sam’s Club digital magazine to promote and communicate the benefits of the seal. 

Editorial content was published promoting the price club’s own brand mozzarella cheese “Member’s Mark” in its two presentations, bar and grated. This effort was accompanied by mobile and static banners on the Sam’s Club website. The promotion period was during the month of June, seeking to promote Member’s Mark mozzarella cheese and the Real California Milk slogan “Look for the seal”. 

During the promotion, a total of $ 2.2million (mxn) was sold nationwide, adding both presentations of mozzarella cheese. We had a total of 3.16M impressions 

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Bon Bons ice cream launch in Costco

On April 12 was the launch nationwide in Mexico of Bon bons ice cream, mini bites of vanilla ice cream covered with chocolate.  

The launch was accompanied by the publication of a video on Costco’s social networks which had a reach of more than a million people, on the Real California Milk Facebook the boosted official video resulted in 780, 685 consumers reached and 1,458,149 total impressions. 

In addition, a special influencers campaign was published with more than 70 proposals from Mexican influencers tasting the new product #BonBons. Total results: 54, 700 impressions.  

After the launch of the vanilla ice cream dipped in dark chocolate BonBons in Mexico in April, Real California Milk and Costco decided to make a 25% discount nationwide by late summer. 

The discount boosted sales and was a success, a return on investment of 219% was obtained with a total sale of 2,807. The promotion was valid from July 26 to August 2, 2021. 

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Pizza Promotion in Costco Service Deli

Costco and the California Milk Advisory Board created alliances to promote two pizzas in Service Deli area, cheese and pepperoni, where he origin of the cheese was promoted accompanied with retail publications in Facebook and Contacto magazine, as well as in the Real California Milk social media.

The promotion was executed in a month, from October 28th to November 22nd, where California Milk supported for the first time Costco Service Deli during their annual special promotion with pizzas. During this month Costco sold around 64,493 units nationwide. This is 135% of sales increase vs the same promotion in 2019. With Costco’s Facebook post 135,606 people was reached, and a total of 350,000 magazines printed.

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Potato Lover’s Month – Calimax 2020

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%  

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Superama’s Race “Corre con Sentido” 2020

This year, the California Department of Food and Agriculture (CDFA) sponsor the Superama Race, it took place on February 29, at the CU Stadium with a total of 5,000 runners in the categories of 5 or 10 km.

The sponsorship included two days of activation, the first one during the kit delivery and the second in the race, with a stand branded by CDFA, California Raisins and Halos Mandarins. The objective was to increase the brand awareness of the California Products and share key messages through a consumer kit delivered to the runners at the end of the race.

On both days the runners were invited to scan the QR code printed on a flyer made with recycled paper, the code sends them to a landing page with more information and the ones who completed their register was available to enjoy the product sampling. This dynamic was created for the generation of a database that resulted in 319 new contacts.

Our landing page had 478 visits, 429 clicks and a survey with runners favorite products:

36% Halo Mandarins

24% California Raisins

21% California Oranges

19% Wonderful Pistachios

The runners were so grateful about the product sampling because it was an excellent alternative for their recovery, after the effort made during the race.

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E-commerce Strategy Halos -Walmart

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)

  • 100% of the sample’s boxes were delivered.
  • A remarkable growth in sales, with an increase of 88% pesos and 117% pieces.
  • Last two weeks we growth at 213% pesos and 237% kilos
  • Positive customers response to a healthy and different product.
  • Wonderful Halos orders increased after this activity

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