Company: Zimat Consultores, Mexico City, Mexico
Company Description: Zimat Consultores is Mexico’s leading communications consulting firm. I Since 1984, our story has been one of success and leadership. We offer our clients a strategic communications vision and creative solutions through our very own methodology, Comunicación Total®. We are a team of more than 150 in different fields of communications.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Integration of Traditional and New Media
 Nomination Title: The incredible case of how a meat industry machinery fair became “the place to be.”
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
August 2022 - February 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 213 words used.
Mexico stands out as a key player in the meat industry worldwide. Just in 2022, the country positioned itself as the world’s seventh producer of beef and eighth producer of pork. This industry is playing an essential role in the Mexican economy by giving jobs and producing revenue and is estimated to account for about 25% of the country’s agricultural and food GDP and around 1.8% of the nation’s total GDP.
The Mexican Meat Council (COMECARNE) is an organization composed of companies in the meat protein industry the size of Cargill, Chata, Sigma, SuKarne and many others. The Council seeks to favor the sector’s development, growth, and competitiveness.
In 2023, COMECARNE decided to reprise the Expo Carnes y Lácteos (Meat and Dairy Expo) after it was suspended in 2021 over the pandemic. For over 30 years, this expo has stood as the most important meeting point for sector suppliers. COMECARNE’s first challenge for Zimat was to make sure that the fair achieved attendance levels as high as or higher than before the pandemic.
The second challenge was even more ambitious: turning this meat-industry commercial event into a relevant space for new audiences. In a nutshell, this was about finding the sexy side of an event where people sell sausage-making and beef-deboning machines.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
We took issues already in the media and trending on social networks and used them to attract a diverse audience that was relevant for the sector.
Public policy in the meat sector. In early 2023, Mexico was facing a complex economic outlook with inflation numbers unseen in the last 40 years, according to information from the National Consumer Price Index. Also, the meat industry was reeling under severe criticism over the increased prices of meat and their impact on Mexicans’ household spending. Several public policies were being discussed in Congress to impact the meat sector, such as the concern over the import of inadequately inspected products, which hinders the ability to ensure that open markets are free from bird and swine fever. So, we took advantage of this juncture to bring decision makers from the public and private sectors together and to turn Expo Carnes y Lácteos into a space to promote public policy dialogue, to strengthen the sector’s positioning as key to the country’s economy, and to look for agreements and commitments between the authorities and the industry.
The event became a space that positioned important issues for the national agenda, such as stabilizing meat protein prices and promoting quality, health, and safety in meat industry exports. This caught the eye of business chambers, business leaders, authorities, and business-and-finance media who usually do not cover the meat sector.
Meat products spark conversation on lifestyle and wellbeing, so grilling influencers shared secrets and recipes on Expo Carnes y Lácteos.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 250 words used.
The event attracted high-profile personalities, authorities, private sector representatives, and academic and research leaders, including Mexico's Agriculture and Rural Development Minister, Nuevo León Economy Ministry's Productive Chain Director, National Agricultural Food Health, Safety, and Quality Service Director in Chief, and U.S. Consul General in Monterrey, Roger C. Rigaud. The event also featured the Business Coordination Council (CCE), Confederation of Mexican Industrial Chambers, National Agricultural Council, National Confederation of Stock Breeder Organizations, Mexican Beef Exporters Association, and Mexican Pig Farmers Organization.
It resulted in relevant public policy and political definitions, with the Agriculture and Rural Development Minister recognizing the stabilization of meat protein prices and the meat industry's capacity to supply both domestic and international markets. Interviews with Mexican Meat Council Chairman on business media were conducted to position key messages on the benefits of consuming meat protein and the sector's relevance for the nation's economy.
It went from a commercial event to a key meeting point that captured the attention of main media in the country, as well as the eye of key influencers, decision makers, and BBQ aficionados. Several well-known influencers were in attendance, including the head of YouTube Munchies Labs channel, Los Parrilleros, and Ganadería y Agro channel.
Compared to the 2019 fair, Expo Carnes y Lácteos saw a significant 151% increase in media coverage, 156 more media pieces, and a 4.7% increase in ROI. On average, 807,203 people were reached, with an advertising value of $832,534.00 MXN and a $159,000 investment.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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