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 El Florido retail store program The Canada Beef Latin America and Mexico Team (LATAM) partnered with El Florido Carnes y Abarrotes, a major retailer in Baja California, in a 3-month campaign to promote and drive sales of their Canadian shoulder clod “Rancho del Tío” at 37 stores located in Tijuana, Ensenada, Rosarito, Tecate and Mexical. The initiative includes the development of 15 short video clips, conducted by Chef Lulú Pedraza, featuring 15 different CANADA AA shoulder clod recipes as well as information about the Canadian beef industry. Customers are able to watch the Canada Beef videos which rotate every 15 minutes on screens located at the meat areas. There are 15 short 1-minute videos, each with a different message. Click here and here to see two of them. To create an incentive-to-purchase, the initiative includes printed booklets describing all video recipes which are available to customers when they purchase a prescribed amount; they also offer printed in-store flyers highlighting product, brand, origin, price, quality and an email campaign with a call-to-action.  #EatLikeaGourmet with Canadian Beef - Carnes Premium XO Sessions LATAM teamed up with Carnes Premium XO and 12 food influencers to create a series of four live cooking webinars to increase connections with consumers while putting the spotlight on the distributor’s e-commerce store. Each session features three different guests, guided by Canadian Beef Ambassador Chef Federico Lopez and co-host, an Executive Director from a culinary magazine, to cut and prepare primal beef cuts chosen by the distributor which will then be used in different recipes and techniques.  The first session was joined (remotely) by different well-known Mexican personalities such as a Masterchef TV Show finalist, an internationally award-winning photographer and a successful business entrepreneur. This promotion increased the distributor’s e-commerce store traffic by 20% the first week after the session. CB social media channels received 217,971 impressions and more than 150 new followers, 909 profile visits and over 5,772 likes and views for the short and long clips published. Session Two featured three new guests including a Tik-Tok food influencer with more than 2.7 million followers. Invitations to the events were submitted by all event partners through social media, emails and WhatsApp distribution channels.   Publication Insertions in Food & Wine, Sierra Madre magazine As part of ongoing campaigns, Canada Beef has also been featured in different insertions from distributors promoting the Canadian origin brand and beef quality grading attributes. Estimated magazine page views have reached 1 million page downloads/clicks and visits.   Chef’s Choice Beef Boutique program. LATAM office is currently supporting the first high-quality butcher shop called The Butchery located in the City of Monterrey, offering premium poultry, fish and meat proteins from a Canadian-origin program. The selection of beef cuts includes middle meats, brisket, and inside/outside skirts. Canada Beef’s support includes AAA grade labels, insertion in regional printed and online newspapers, meat freezer dividers and store signage. In addition, the store entrance displays a TV screen playing CBCE videos.  Webpage improvement. The LATAM office continues to improve and optimize its webpage  COVID-19 Update Mexico ranks third in the world in coronavirus deaths, behind only the United States and Brazil. The latest statistics show that Mexico is moving steadily into the group of countries most affected by COVID-19. More than 708,475 people have been infected as of September 25, and at least 73,406 people have died. Experts say a lack of testing, combined with an unfocused approach to tackling the pandemic, has only made things worse. Health experts have been critical of the government's approach to managing the pandemic. The government's mathematical model is of little use; expanding testing capacities and tracking infection chains, two approaches that have been successfully implemented around the world, are not part of Mexico's plan. President Lopez Obrador appears to be pinning his hopes on the belief that herd immunity will kick in once 70% of the population has been infected, or the promise of a vaccine in the near future. Mexico’s main airports and seaports remain open; however; the US and Mexico have agreed to prohibit all but “essential crossings” at the land border until at least October 21st, 2020. Mexican Tourism is returning gradually. States and destinations that rely on tourists are setting phased plans while they fully reopen leisure services in the months ahead. A modest flow of domestic and international tourism is starting to arrive at Mexican beach destinations. States and regions are actively working out the details of how hotels, restaurants and other leisure activities should continue to operate. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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