Strong promotion of Chilean salmon in Brazil
The Export Promotion Bureau of the Ministry of Foreign Affairs (ProChile) and the Association of the Chilean Salmon Industry (SalmonChile) will launch this trademarked brand "Salmón de Chile" between the 1st and 5th of June in Sao Paulo, Brazil. This will be done together with different activities to strengthen the image of the Chilean salmon, for instance the Chilean Flavors campaign which took place on the 7th and 8th of May in Brazil.
Félix de Vicente, director of ProChile commented that salmon is still considered as a high value product in that country and if this campaign is able to democratize salmon consumption it could increase the Brazilian demand for Chilean salmon by 50 per cent. Moreover, he further explained that although 99 per cent of all salmon entering Brazil comes from Chile, consumers usually ignore the country of origin of this product.
According to the Chilean newspaper El Mercurio, 95 per cent of all Chilean salmon companies are part of this marketing campaign which would cost around US$ 1.7 million in the second semester of this year. The marketing strategy includes ads in magazines, points of sale and television, together with publication of cookery recipes explaining how to prepare and where to buy this product.
