USMEF partnered with a protein snack maker in Mexico to promote U.S. pork through a social media campaign and on a home delivery app that has been popular during the ongoing COVID-19 pandemic.
Carnisnack, a dried-protein snack made with U.S. pork, was the focus of an Instagram campaign led by Connie Davalos, a popular social media influencer in Mexico. Davalos posted about Carnisnack and invited followers to respond with a comment about the product. A total of 496,602 followers made comments – including many who complimented the taste and nutritional attributes of Carnisnack. Some followers posted recipes for the pork snacks and shared new ways to serve them.
“This has been a tough year for many processors in Mexico due to the COVID pandemic, but the results with this promotion were a success,” said Lorenzo Elizalde, USMEF trade manager in Mexico. Elizalde noted that Carnisnack has increased its purchases of U.S. pork by 47% compared to the same period last year.
Meanwhile, Carnisnack is also available on Cornershop, a home delivery platform that allows consumers to purchase meat products from Costco, Walmart, HEB, Soriana and other retailers. “Consumers have been restricted from leaving home so USMEF and commercial partners implemented a promotion in order to facilitate sales of U.S. pork products produced by Carnisnack, Grupo Capistrano, RYC Alimentos and Prime Foods,” explained Elizalde.
Consumers who participated in this promotion received free delivery when they ordered U.S. pork products through the Cornershop app. The efforts were funded by the Illinois Soybean Association and the National Pork Board.