Publinter - San Salvador, El Salvador

Starting out 2009 the Best Possible Way

As we welcome 2009 and all the challenges that El Salvador has ahead, such as Presidential Elections, the battle of our National Soccer Team for a spot in the 2010 World Cup, Economic Crisis leading to cuts in advertising budgets, among others…at Publinter we celebrate a successful pitch.

Our newest client is ASPORC (Salvadorian Association of Pork Producers), who came to us with the need for a creative and innovative communications campaign to promote pork consumption in El Salvador, where it is the lowest compared to the rest of Central America. Traditionally, pork has been related to negative health and sanitation issues, so our challenge is to change the consumers’ mind and get them to start thinking of fresh Salvadorian pork as “The Delicious and Healthy Alternative”.

After getting the team together, we came up with a proposal composed by Advertising, Public Relations, Digital and BTL activities that combined, result in a complete and well integrated communication strategy targeting media, consumers, and producers, as well as groups that have an influence on eating habits like nutritionists, cardiologists, personal trainers, chefs, among others.

The strategy is based on three phases:

1.     Unveiling of the new logo for Salvadorian fresh pork meat to the media and production of the campaign.

2.     Brand awareness and positioning.

3.     Maintenance.

Activities are programmed to begin after the Presidential elections scheduled in March, so we will make sure to keep you updated.

Download campaign presentation