ASGROW SEED Company

Client Description

Leading multinational company in the seed breeding and production market.

Goal

Promote a new variety of melon seed in Mexico, with the aim of supporting melon producers in the city of Torreón.

Proposed Project: “For a sweet treat, try a melon”

This was the theme of the proposed campaign to increase melon consumption in Mexico. With the support of Garde Manger Chef Harvey Rosen, he set out to organize a tour throughout Mexico to promote the benefits of a melon hybrid whose sweetness, flavor, color and consistency had been improved.

Achievements

Organize a national promotion event in just three weeks and implement it in just three days.

Day 1: Monterrey

The promotion began in Monterrey with a television appearance on the local program "Magazine", a photo shoot and an interview in the "Buena Mesa" section of El Norte newspaper, one of the daily morning newspapers with the largest circulation nationwide.

In addition to these two appearances, a mini-workshop was held with the chefs of the Hotel Fiesta Americana, recognized for the excellent presentation of its Sunday buffet and the presentation of its dishes.

After the mini-workshop, we talked with chef Jose Angel Alonso, who commented that the workshop had been very useful, since the hotel uses more than 1,000 melons per week.

Day 2: Veracruz

Veracruz was the second city we visited during our tour. We started the day with a demonstration at Chedraui, a high-end supermarket in the city; followed by an appearance on the television show “Pasarela”, a program hosted by Ignacio Bravo.

Day 3: México

To close with a flourish, we finished our promotion in Mexico City with an appearance on the program “Un Nuevo Día” a program hosted by Cesar Costa and Rebeca de Alba, whose popularity places it in the top places nationwide. Additionally, demonstrations were made in the “Superama” supermarkets and mini-workshops with the Chefs of the Hotel Presidente.

In order to measure the impact of media appearances, a series of kitchen utensils for preparing and cutting melons, as well as a cookbook, were put up for sale. The success was such that after the intervention in each television program, more than 2000 telephone calls were received nationwide.

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