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 Mother’s Day marketing campaigns Seasonal holidays present an opportunity to engage with customers. In the face of COVID-19 (or perhaps because of it) Mother’s Day has become even more special and “spend-worthy.” Campaigns have always been about love, gratitude and spoiling mom with the things that matter most to her, including taking her out for a meal. However, because of pandemic concerns, many people preferred to avoid large gatherings and crowded establishments. With this in mind, Canada Beef’s (CB) Mexico office teamed up with two distributors, Carnes Premium XO and Chef’s Choice, to promote their Canadian beef cuts to help make Mother’s Day special, but in a different way. The Chef’s Choice promotion connected with consumers by offering a Mother’s Day kit designed for Dads to cook for her at home. The kit featured five premium beef cuts, a beef chart, a cookbook and an apron with the message that Mom would not be cooking on this day. The promotion was supported with in-store sampling at two retail locations, 100 kits, and print ads in three different magazines with 125,000 subscribers (also available in digital newspapers) May 6, 7 and 8.  The second campaign launched by Carnes Premium XO, in cooperation with CB, targeted the female audience who still love to cook on Mother’s Day. We worked with CB Brand Ambassador Chef Federico López and culinary magazine editor and co-host of our previously recorded live-stream series, Karla Sentíes, to celebrate this day by creating a delicious, easy-to-make beef recipe, streamed through Instagram Live (IG). We added a giveaway of three cookbooks, cutting boards and aprons to the virtual attendees who correctly answered questions from the distributor. Viewers of previously recorded live streams were used to watching Chef Federico cooking during the entire show, while Karla interacted and conducted the events, therefore the change in roles created an increased interest. Followers watched as Karla cooked and Federico interacted directly with the audience while giving tips and suggestions as well. The posts and story invitations to attend the IG live event were promoted with the hashtags #shecooks #shedefinitelycooks and shared through the distributor, Chefs and CB’s social media, reaching approximately 18,380 views and an increased request from our audience to register to similar live streams. Mexico COVID-19 Update None of Mexico’s 32 states are in red traffic light status; improvements are showing up throughout the rest of the traffic light colour spectrum. Only three states are in orange status, 15 states are in yellow status and 14 states are in green status, under which all activities may resume without restriction. As of May 9, 2021, there were 2,552,389 estimated COVID-19 cases (although some believe the actual numbers are higher) and 1,886,233 people who recovered from the disease. In addition, there is no state with a hospital occupancy of more than 50 percent of capacity. Monitoring committees determined that as of May 10, 2021, face-to-face work in private corporate offices could resume, with a maximum capacity of 20 percent. Employers bringing workers back on-site must comply with sanitary measures and must also conduct at their own expense and on a weekly basis, testing of at least 20 percent of the personnel working on-site. The hours of service and capacity limits for various activities, such as banks, restaurants, nonessential commercial establishments, cinemas, hotels, have been extended. Companies, establishments, and/or workplaces must comply with both general health protection measures for all business sectors and sector-specific health protection measures. Mexico is open to travellers. There is no need to provide a negative PCR test or quarantine on arrival, though most resorts ask guests to complete health questionnaires. The land border between Mexico and the United States is closed for non-essential travel through at least June 21. However, air travel is allowed; Mexico has some of the loosest border restrictions, currently, with anyone allowed to travel by air for business or leisure. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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