20th Century Fox contacted Grupo PM, as a part of their promotion strategy for the film Gulliver’s Travels (Los Viajes de Gulliver) in Mexico. This joint effort was the result of the efforts of Grupo PM in order to position USA Pears in the Mexican market.
The promotion took place during the months of December 2010 and January 2011 in different stores of supermarket chains such as Soriana, Smart, Comercial Mexicana, Mega Comercial, Walmart, Bodega Aurrerá, Merkabastos and Chedraui, covering 166 stores in a total 175 days’ promotion. In addition, we have launched a billboard campaign with nine locations in the cities of Mexico, Guadalajara and Monterrey. The most important feature of this promotion is that the consumers were able to participate in it.
This promotion increased sales of USA Pears over 350%. It reached more than 15,500 people between housewives, kids, teenagers and youngsters, as well as entire families.
In addition, this activity drew internet traffic to the Pear Club webpage, www.clubdeperas.com, and following the promotion the hits to the website increased by an average 400%.
The billboards campaign reached over 11 million hits in just three months.