Mexico is one of ten markets in the Almond Board of California’s (ABC) diversified portfolio of countries focused on building global demand for California almonds. ABC marketing initiatives in Mexico began in 2018 and ABC is optimistic about the continued growth potential in the market with consumers looking for healthy food options. Position report numbers for the region strengthens that optimism as shipments to Mexico through May 2023 have increased 9% over the previous crop year.
During the first two months of 2023 and around National Almond Day efforts, California almonds took to the streets of Mexico by driving two mobile billboard trucks, covered with almond advertising creative, to top locations in Mexico City. “For the first time ever, the board hosted a special event-based activity in this market through a variety of in-person gatherings and by driving interactive mobile billboard trucks around the city”, said Becky Jeffers, ABC manager, North America marketing. The billboard trucks visited nine shopping malls, 20 supermarkets and 15 gyms. At each stop, ABC hosted interactive events like snack workshops, giveaways, and yoga and meditation classes. “This type of activity reinforces the relevancy of almonds to consumers and is a great complement to our year-long advertising and public relations efforts in the Mexico marketplace”, Jeffers added.
ABC partnered with popular influencers for the special events – which included podcast host Romina Sacre who has over 230K Instagram followers, Soulfood Luz Colsa who has over 630K Instagram followers, and fitness trainer Ceci Aguilera who has over 150K Instagram followers.
Colsa held a snack workshop showing how to add almonds into tasty foods that Mexican consumers are accustomed to enjoying. Aquilera hosted a fitness bootcamp and Sacre hosted a meditation workshop. Sacre also invited a select few lucky consumers to her podcast recording studio where she recorded an episode about almonds. Each of these influencers also posted on social media about why they love almonds and these special events. Through the different activities and mobile advertising, the campaign reached over 360 million impressions in the Mexico market. — Article & Image Courtesy of the Almond Board of California