New Mexico Chile Association
The Great New Mexico Chile Taste-Off
The global pandemic changed life for so many in various ways. For the New Mexico Chile Association, it meant developing a new approach to raise awareness about New Mexico’s chiles.
Background
The Garrity Group has a long-time working relationship with the New Mexico Chile Association and its New Mexico Certified Chile program. The firm has supported and continues to support a variety of missions for the New Mexico Chile Association, including the Great New Mexico Chile Taste-Off, designed to highlight red and green chile grown in the Land of Enchantment. It is traditionally held in the late Fall season in the centrally-located New Mexico city of Socorro.
Challenge
Create a virtual version of the successful Great New Mexico Chile Taste-Off.
Solution
Our collective focus remained on educating New Mexico residents about the value of the chile industry and supporting the families who cultivate and grow the state’s most popular crop. The result took the form of take-home, green chile tasting kits featuring the spicy and roasted product of New Mexico farmers. One thousand tasting kits were developed for distribution at a handful of growers’ markets in Los Alamos, Tucumcari, Socorro, Las Cruces, and Albuquerque. The Garrity Group developed an awareness program which was based on implementing an integrated media relations plan. The goal was to raise awareness about New Mexico Certified Chile and the free tasting kits to targeted geographic audiences. The team developed targeted media pitches and coordinated a traditional and digital media buy in specific media markets.
Results
As a result of developing and deploying custom media pitches, The Garrity Group secured 37 unique media stories around the state, including coverage on: KRQE, The Santa Fe New Mexican, El Defensor Chieftain, The Las Cruces Sun News, and The Las Cruces Bulletin. The coverage resulted in a reach of 3,028,411. In nearly all of the farmer markets where the tasting kits were made available, there were lines of self-proclaimed chile experts 30 to 50 people deep, all wanting to get a coveted chile tasting kit.
Coverage in Santa Fe New Mexican
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