Salmón de Chile is a brand developed by the Salmon Industry Association of Chile (SalmonChile) and salmon companies along ProChile. This brand seeks to promote Chilean salmon internationally.
Salmón de Chile has developed promotion campaigns focused only on the Brazilian market, which have been also consistent with the export increasement of this Chilean product towards the said market. It has sought to implement advertising and communication campaigns intended for the final consumer, moving towards the salmon position as a product for every occasion and educating the population on its consumption. These actions have allowed to generate trust and a bond with the local gastronomic sector, considering the salmon as a multifaceted food.
To strongly link the product's image to Chile allows to generate a story that provides the salmon a different flavour and quality, adding up more value to the offer. A reflect of this strategy is the increasement in this product's export towards the said market, in which practically all local consumption is of Chilean origin.
Target market: Brazil (Rio de Janeiro and Sao Paulo).
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Main actions:
The campaigns performed by this brand are intended for the cities of Sao Paulo and Rio de Janeiro. Seeking to expose the quality, convenience and favourable nutritious characteristics of this product.
The strategy that has been used consists to position the brand through advertising on traditional media (magazines, TV, public ways) and presence in points of sale and social networks, aiming to achieve recognition of the product's origin by the final consumers.
