California Milk y  Sam’s Club Digital Program 

Due to Mother’s Day and the multiple recipes that can be made with Real California Milk’s mozzarella cheese, we implemented a strategy throughout the month of May through Sam’s Club digital magazine to promote and publicize the quality of the seal. 

Editorial content was published promoting the brand’s own mozzarella cheese “Member’s Mark” in its two presentations, in bar and grated. This effort was supported by mobile and static banners on the Sam’s Club website, as well as posts on its social networks. These efforts were in force during the month of May seeking to promote the Memember’s Mark mozzarella cheese and the slogan of Real California Milk “Look for the seal”, where flavor, quality and performance were the main messages to highlight about the product. 

During the promotion, a total of $13.7 M was sold nationwide, adding both presentations of mozzarella cheese. On the other hand, the campaign achieved a total of 1.86M impressions and a CTR of 2%. 

Retail Bakery Forum

California Raisins was in charge of organizing the forum “Innovation in bakery for retail”. For the first time, California Raisins introduced an innovative online forum format, attended by numerous VIP guests, moderated by Darinel Becerra, editorial director and partner of Retailers.mx, and led by Marc Misseri, independent chef and consultant, with a 40-year trajectory in gastronomy, being the creator of La Balance in Mexico and serving as Innovation Director at El Globo until the end of 2021.

One of the theme lines of the event was that “innovation is going back to the basics with iconic products from the world’s bakery, with re-studied formulas aligned to the new demands of the consumer”, as Marc Misseri Bastide pointed out, and at the same time, he exposed the concept of “reasoned and reasonable abundance, since we are making better nutritional products every time; but in retail, sometimes we don’t give them the significance they deserve”.

PORK RINDS PIZZA FROM LA RAMOS AT PIZZA DE PRIZZA

On February 18, 2022, Pizza DePrizza unveiled its new pizza with pork rinds; a collaboration between Real California Milk and Carnes La Ramos, one of the most important butcheries in the North of the Republic founded in 1968, which with over time and the quality of their products became increasingly popular with their customers and in the whole region.

Faced with this and wanting to surprise their loyal clientele, La Ramos, set out to launch a new product that, without imagining it, would become one of the most popular and most preferred flavors in the north of the country: Pizza with Chicharrón de La Ramos. This delicious creation can be tasted in simple bites, as a stew or in a succulent sauce, turning it, thanks to its versatility, into an iconic and one of the favorite’s products of the region that later became so in most of corners throughout the country.

During the first quarter of launch, from February 15 to May 12, more than 21,575 pizzas were sold. This implied an increase on the California cheese sales within the pizzeria’s consumption with more than 1,425 tons and with more than 4,275 tons of California cheese during the quarter. The launching campaign included radio spots, printed flyers, social media advertising, trucks, billboards, influencers and more.

As of the launch date and during this first quarter, this new variety begins to stabilize as a product that hopefully will perdure in the Pizza DePrizza catalog.

Within the northern market of the country, it has been well accepted and in other areas it is beginning to be known.

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

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. 

EXPO PAN WITH IRVING QUIROZ

The California Raisins Administrative Committee participated in Expo Pan (the pioneer exhibition for the bakery, pastry, pizza, ice cream and coffee industry in Mexico) with over 500 visitors.

Chef Irving Quiroz prepared a recipe using and mentioning the versatility and quality that California raisins provide to the bakery.

The event, in addition to the digital campaign on Expo Pan’s Facebook (with 55k followers), was supported by a campaign with a newsletter, publication in a digital magazine and banners on the Alfa Editores site, with a reach of 434,400 impressions.

To support this activity, Irving Quiroz conducted a Webinar with Larousse Cocina called “Baking Techniques to Attract New Customers”, where bakery professionals were invited and were taught the business side of the industry and how to be more attractive to consumers, this campaign achieved a total of 2,314 registrations.

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. 

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. 

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 

IN COMPANY WEBINAR WITH FORSUA

One of the objectives of California Raisins is to provide information and promote the consumption of raisins around members of the industry. Due to this, Imalinx contacted FORSUA, the #1 company in Training and Consulting for the Food and Hospitality Industry.

The companies held a two-day webinar focused on the snack, cereal and granola industry. With around 18 attending companies, the webinar “Production and marketing of snacks with raisins”, provided information on how to develop an operations plan to produce snacks using California Raisins as an ingredient that adds value to the products.

The workshop addressed 4 general topics; from the overview of the snack industry to the presentation of the product and labeling. Among these topics, it was also mentioned how to enter the global snack market, being prepared to know how to take advantage of ingredients, packaging and functionality, main topics and crucial drivers for the successful development of snacks and healthy products.