'I Love Puerto Rico Tomatoes' Campaign Garners Marketing Excellence Awards”

SAN JUAN – The integrated communications campaign “I Love Puerto Rico Tomatoes” promoting the local tomato harvest for 2014, received top awards by the Puerto Rico Sales and Marketing Association (SME, by its acronym) in the annual Marketing Excellence Awards Summit. The campaign, commissioned by Gargiulo Puerto Rico and Caribbean Produce Exchange, consisted of a public relations educational program focused on promoting the nutritional benefits of tomato consumption to improve wellness and health.

The campaign “I Love Puerto Rico Tomatoes” was recognized with the “Best Use of Public Relations Strategy Award”.  In addition, the SME also distinguished the local campaign with the association’s Top Marketing Excellence Award, as the most successful case study for 2014 in overall strategy and program execution based on the accomplishment of project objectives and business opportunities with exceptional results.  The tomato harvest campaign was evaluated against a total of 12 case studies from various business sectors, including: banking, consumer goods, higher education institutions, corporate and non-profit marketing campaigns.   

This integrated communications educational program, first in its class, focused its marketing messages on the high quality of local tomatoes.  The annual crop and harvest, is the result of highly committed Puerto Rican employees from the Gargiulo Puerto Rico farm.

The key player of the campaign was the tomato, featured in traditional and non-traditional media executions.  “We are extremely pleased with the campaign results, and conferred awards.  Consumers embraced this first-ever marketing effort with much pride, and the campaign was widely supported by all trade sectors.  These were key factors in the campaign’s success”, commented Gualberto Rodríguez, President of Caribbean Produce Exchange, distribution firm who joined forces with Gargiulo Puerto Rico, to launch this innovative educational effort.

Global Vision Marketing and Communications conceptualized and executed the campaign, integrating other specialized communications professionals, such as: Oneighty for the creative design, Viviré, for Social Media management and the promotional firm Men on the Moon for in-store educational promotions.   “We are thankful for the recognitions awarded by the sales and marketing industry.  This campaign was an effort that integrated an array of local talent.  Together, and thanks to the tomatoes from Santa Isabel, we have shown the country that in Puerto Rico if we put our commitment and passion together, we can plant well and harvest even better” added Karen Garnik, President of Global Vision Marketing and Communications.

Source: Global Vision Marketing and Communications