The Chilean Exporters Association approached us to assist them with promoting Chilean grapes and kiwifruit to Japanese consumers, who at the time were not familiar with these products. Rather than directly promote the fruit, our strategy was to link them with a facet of Chile and its environment that would be a catalyst for gaining extensive media exposure. We settled on promoting the challenges facing the Humboldt penguin, an endangered species in Chile and Northern Peru, by using the Humboldt Penguin as the key focus of our marketing activities.

To implement this cause-related marketing strategy, ASOEX entered into an association with the Chilean Embassy in Japan to cooperate in raising funds for the International Penguin Conference through this promotion. The subsequent promotion achieved wide media coverage for Humboldt Penguins, ASOEX and their products.

Heart winning results:

The promotion generated media exposure equivalent to nearly four times the PR budget. Chile’s share of the import kiwifruit market in Japan rose from 8.6 percent to 23 percent in two years, taking a large slice of the market from New Zealand, the other major producer importing into Japan in the local off-season.

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