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 Marketing campaign for CB cuts offered in Sigma e-commerce store As part of Sigma Alimentos, Sigma Foodservice is currently expanding its product distribution (currently available only to the foodservice and hotel industry) to end-user consumers through their e-commerce store, delivering the same quality brands with the highest standards of hygiene and safety. In this re-positioning opportunity, Canada Beef LATAM coordinated with Sigma to develop a marketing program that offers four Canadian beef cuts—rib eye, top sirloin, short rib and cowboy cut—for sale through their e-commerce store. This includes a description of Canadian origin and beef grade on each nutritional label as well as additional AAA labels to differentiate each individually packed cut. The CB team created visual and written content as well as different versions of a graphic slider for Sigma’s e-store home page. The graphic links consumers to a webpage with information on the quality and advantages of Canadian beef production. The same page also features the available Canadian beef cuts catalogue and detailed cut descriptions. Sigma Alimentos, a Mexican multinational food processing and distribution company headquartered in Garza García, Nuevo Leon, Mexico, is one of the largest refrigerated food companies in the world. It has a presence in 18 countries, + 640,000 points of sale, 210 distribution centers, 70 manufacturing plants, 1.8 million tons of food sold in 2019, +45,000 employees and 11 brands with net sales over USD 100 million. Webpage and Social Media posts In support of the generic Canada AAA beef program, CB LATAM uploaded to its website the graphic slider and direct link to the Canadian beef cuts section in Sigma e-store. Social Media teams from CB and Sigma coordinated cross-marketing activities during the weekend launch and released a WhatsApp video as well as different Instagram & Facebook stories and posts from each organization’s account, reaching 236,807 viewers with CB LATAM Instagram posts. The target audience was residents of Monterrey, where Sigma’s home delivery option is available. CB LATAM is also working on updating content on the LATAM website. COVID-19 Update In Mexico, in-store sales fell 22.9 % in April compared to 2019, the steepest decline in more than a decade. Specialty stores (which include restaurant chains) showed an overall decrease of 17.5% year over year. Supermarket chains registered an increase of 8.7% in April compared to the previous year. This is a decline from the 22% increase in March which was a result of panic buying due to the declaration of the pandemic. Consumers are showing a willingness to spend more to eat a healthier diet, which may represent an opportunity to differentiate Canadian middle meat cuts through value proposition campaigns. People are still concerned about the peak of COVID-19 contagion in some of the metropolitan areas. The peak has flattened in some cities but is still expected to continue until June 26 and then gradually fall until it disappears the third week of August. The Mexican state of Nuevo León has managed to flatten the curve and the decrease in cases could be seen the first week of July although infections could last until the third week of August. Mexico City and other cities have already reached their peak and are beginning to fall, while others are barely on their way to their peaks, although less pronounced. Some Mexican states have begun to implement their plan to resume economic activities. There will be three stages and dates for the re-opening of economic, social and school activities according to the strategy announced by the Government. The First Stage is May 18; second stage May 18-31 and the third stage on June 1st with the gradual normalization of social and economic activities. The main tourist ports of Los Cabos, Cancun and Puerto Vallarta have collaborated on a comprehensive plan and repositioning campaigns for re-opening in phases starting on June 1. The use of face masks and social distancing measures will continue in force for the entire population, in addition to the staggered schedules in the economic activities. Advertising in El Norte digital newspaper and Food & Wine Magazine The Sigma marketing initiative was also supported in the El Norte digital newspaper through the display of 400k still and animated banners rotating in all main sections and news for 24hrs over 14 days. (May 16-22, May 30-June 5). Banners are linked to the Canadian Beef catalogue at Sigma e-store. El Norte is one of Mexico's most influential newspapers and has 90,000 subscribers with access to printed copies and supplements as well as digital pages. CB LATAM published a one-page ad in the May issue of the Latin America digital edition of Food & Wine Magazine (published by Forbes). This edition focused on the COVID-19 pandemic. Targeted to Spanish speaking countries, the goal of the issue was to share insights/articles and ads from different food industry opinion leaders facing the pandemic, such as Canada Beef and US Meat Export Federation Central America. CB LATAM developed an ad focusing on statements related to Canadian food safety priorities and measures and linked the ad to the CB LATAM website.  Forbes sent the digital magazine to its entire database readers of Forbes México, Forbes Latin America, Forbes Colombia, Robb Report Mexico, InStyle Mexico, Food & Wine in Spanish and its subscribers. The estimated audience reach was 450,000 people per digital edition for each of the brands, more than 11 million unique users and over 25 million page views. The magazine appeared in the free digital platforms: magzter.com, pasalapagina.com, issuu.com, pressreader.com and Sanborns.com.mx. Forbes is a leading publishing group in Mexico for business, luxury, lifestyle, gastronomy, fashion and beauty segments. Development of AAA labels The CB LATAM Office printed 10,000 AAA grade labels to support distributors and industry partners with their online sales and increase CB brand and quality awareness at the POP and different consumer channels.  Back to main page  Latin America Team Claudia Herrera-Blanc, Mauricio Euresty, Erika Azpeitia |
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