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 Canadian beef campaign part two at HEB supermarkets Canada Beef’s Latin America and Mexico (LATAM) team worked with partners to launch a campaign at HEB supermarkets in December 2021 to drive sales and enhance awareness of Canadian beef.  The LATAM team launched a second stage of the promotion with rib eye and export rib in-store samplings. To support this promotion, an advertising campaign was launched in partnership with HEB’s Canadian beef supplier. This promotion consists of continuous advertisements displayed on two large digital billboards strategically located close to the supermarkets. The in-store beef sampling takes place three times a week for three months. There are five high-traffic stores in Nuevo León (three in Garza Garcia and two in Monterrey) currently participating. The LATAM office provided online training and educational material to sampling demonstrators and store supervisors.  The large digital billboards display the branded advertisements 520 times a day in high vehicle and pedestrian traffic areas. The monthly traffic flow for both locations is 3.75 million people and 1.18 million visitors to the shopping mall and supermarket plaza. The billboard activation campaign will raise awareness and visibility of Canadian beef availability at HEB stores.COVID-19 Update According to the Ministry of Health, the confirmed cases of COVID-19 in Mexico include 5.36 million people who have had the disease and 31,598 who have lost their lives. Meanwhile, the epidemic curve continues to decline with a 46% reduction from January to February. The acute phase of the Omicron variant with high peaks in infections and hospitalizations for COVID-19 has already passed in many Latin American countries. While new infections and hospitalizations are still very high, they are beginning to decline in some countries in the region. Mexico is in the fifth and final stage of vaccinating its population, with 64% already vaccinated. Mexico City, where one-fifth of the country´s population resides, entered yellow status from January to February, after having operated in green status since early November 2021. Government officials stated that no economic activities would be closed due to the change in status, but urged the population to continue complying with public health measures and practices, such as mask-wearing and social distancing. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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