To transmit to the world Chile's commitment to the supply chain and its role as a world-class food exporter, ProChile convened the country's main exporting associations and the Fundación Imagen de Chile to jointly develop the first public-private campaign in international media and social networks.
Uncertainty has been one of the major effects of the coronavirus. Despite the impact that the pandemic has had on various areas of life, Chile has continued working, producing and exporting its food safely in this context of global health crisis. That is the message that our country wants to communicate to the world through the digital campaign "Chile Keeps on Going For You", through which ProChile, the Fundación Imagen de Chile and some of the guilds members of the Food Export Committee: Asoex, Wines of Chile, Salmón de Chile, ChileCarne, ChileCarne, FaenaCar, Chile Prunes, Chile Oliva and ExporLac, seek to reinforce the image of a reliable and quality international supplier, and to transmit the resilience its people.
"We want to tell the world that Chile has remained active in meeting the needs of the world's population. Indeed, our industries and logistics chain have remained active during all these months, complying with safety protocols and international commitments, concerned with maintaining the standards and confidence of importers and end consumers. We have joined together in this public-private effort to tell the world that Chile Complies", explains Jorge O'Ryan, General Director of ProChile, the public agency in charge of promoting exports of goods and services of the Ministry of Foreign Affairs. He adds that developing this type of public-private actions is key for the country. "We have to keep pushing the development of foreign trade, which is equivalent to 56% of the national GDP and generates about 3 million jobs, income that will be key for the reactivation of our country".
As a result of the sanitary crisis affecting the entire world, most of the promotional activities for all the country's exporting sectors were cancelled. In view of this situation, through constant monitoring by ProChile's Commercial Offices around the world and feedback from exporting associations, the need was detected to continue to be present in the markets, supporting importers in disseminating the attributes of the national offer.
This gave rise to the idea of developing the campaign "Chile Keeps On Going For You", which in Spanish means "Chile keeps on going for you", with the general objective of contributing to the positioning of our country abroad. "Chile is recognized in the world for its seriousness, responsibility and commitment. That reputation has been built over the years and is the one we must continue to take care of. This campaign seeks precisely to reinforce a unique message from the different actors, reinforcing that we are a reliable country, open to the world and with talent at the service of quality products. We are a supplier of healthy food for the world and to strengthen that what is made in Chile will be key for the reactivation of our economy", says Constanza Cea, Executive Director of Imagen de Chile.
The campaign will direct the public to a special landing page on Marca Chile's website to promote knowledge of our country, its exportable offer and general attributes.
"Through this digital campaign we seek to install three key messages about Chile and its relationship with consumers around the world: commitment, responsibility and identity. In short, to create a unique message that generates confidence in the country and in national suppliers. Finally, another important aspect to point out is that the campaign is a way of giving our support in the complex circumstances that are being experienced in Chile and in the world," explains Ronald Bown, president of ASOEX.
It is key to be able to reaffirm to our consumers that Chile will continue to make every effort to continue delivering quality food to the world despite all the complexities we have experienced this year. We know how important it is for our consumers to be able to receive quality food with all the safety measures, and we have made an enormous effort to continue doing so.Onthe salmon production side, we are strongly committed to the safe and reliable delivery of our exports", reinforces Arturo Clement, president of the SalmonChile Association.
Aurelio Montes, president of Vinos de Chile adds that "at this time it is essential as a country to deliver a message of commitment and optimism to consumers of our products in the world. We wanted to join this digital campaign as a way of ratifying to the world that we are still standing, with great strength and passion to continue to enhance our country, its people and its products. We want to contribute as a sector to the reactivation of Chile and in the construction of a brand that reflects the commitment, sustainability and quality of what is made in Chile".
Juan Carlos Domínguez, president of ChileCarne, says that "since Chile opened up to the world, exports have been the driving force behind the development of the country's food sector. Encouraging the consumption of our products in the main destination countries will allow us to resume growth and thus continue contributing to the development of Chile and its people".
Chile meets the world
This digital campaign will be exhibited starting in August in the main cities of the United States and Brazil, and at the end of the same month in China, with a focus of four weeks.
It will consist of the viralization of two audiovisual pieces, with different durations depending on the format and platform in which they are exhibited. One will have the mission of positioning our country image with a broader view from the various dimensions that distinguish us, and the second will be focused on showing the productive sectors and the work done to contribute to the national and international supply chain. The audiovisual pieces will be shown on the main digital platforms in the United States, Brazil and China, in the appropriate language and with local adaptations to be more effective in the messages to be disseminated in each market.
The creative concept was developed by the Porta Agency together with the different stakeholders, after each private actor involved proposed different agencies.
In total, the development and implementation of this digital campaign involved an investment of approximately 300 thousand dollars, mostly contributed by the private sector, who will help amplify the campaign through their networks and target markets.
Learn more here: https://marcachile.cl/keeps-on-going/
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