Cámara Paraguaya de la Carne (CPC)

Paraguayan Meats: “You know it and you love it!”.

Challenge

The Cámara Paraguaya de la Carne [Paraguayan Chamber of Commerce for Meat Producers] was facing a major challenge in Chile. Even though Paraguayan meats are very popular and enjoyed in the country, people were unaware of their origin and the products therefore lacked brand positioning in the Chilean market.

This perception was confirmed by a diagnostic study conducted by LLYC, which proposed a campaign to build a new position for Paraguayan meat in Chile. Using the slogan: La Conoces y Te Encanta! [You know it and you love it!], the proposal is to position the brand in order to strengthen product attributes and highlight the leadership enjoyed by Paraguayan meat in Chile.

Impact.

The impact from the campaign had a direct effect on the presence of Paraguayan meat in Chile. It produced three digital assets (Facebook, Instagram and Web), which have so far reached more than 5,000,000 Chileans, generated over 12,000 hits on the website and 24,000 interactions with content on social media in total. The impacted audience was defined from a business requirement perspective via a preliminary buyer study in order to build up a profile of those Chileans most likely to consume meat.

To tell people about Paraguayan meat, to raise the profile of the product among consumers and, within expectations, increase its market share

Francisco Pincheira
LLYC Director and Project Manager

Related cases

Budweiser (Backus AB InBev)
IDEAS
25 Nov 2020

Magazine UNO35: A New Leadership

Technology, the uncertainty of our time and, of course, COVID-19, are pushing through significant changes in values, habits and forms of collective behavior that call for a new...
18 Nov 2020

Reputation as a pillar of corporate transformation

The new reality in the business world increasingly involves embracing a concept that has gained enormous traction in recent times: Best practices in Environmental, Social, an...
4 Nov 2020

INITIAL CHALLENGES FOR THE NEXT PRESIDENT OF THE USA

As expected and feared, the U.S. presidential election is very close, with no clear resolution the day after the polls closed. Counting the votes will be slow, especially in...
27 Oct 2020

Trump vs Biden (II): The key political messages

As always, when the U.S. presidential elections occur, media and social attention around the world focuses on North America. On Tuesday Nov. 3, 2020, the 59th presidential ...

We want to collaborate with you

Do you have a challenge?

Would you like to join our team?

Do you want us to speak at your next event?