Refining Brand Positioning to Expand Consumption Occasions in the Spanish Market
THE CHALLENGE
Empresas Polar, a leader in the food and retail sector, sought to position itself in Spain as a generalist consumption option beyond its niche of food aimed at the Venezuelan and Latin American communities. The primary challenge was to design and implement an effective communication strategy that would highlight the versatility of Empresas Polar’s products and promote their consumption in various gastronomic contexts, reaching a broader and more diverse audience.
LF Channel was selected to support both the Group’s communication department and the local marketing department in this challenge. With a strong focus on appearing in lifestyle and general publications, the agency team has managed in recent years to secure a place for Empresas Polar’s products in various press publications across Spain.
STRATEGY
LF Channel diseñó una estrategia de comunicación dividida en 3 fases con una clara calendarización y acciones específicas.
Phase 1
Adapting to Media Needs
Regular planning of relevant and attractive topics for lifestyle media, highlighting the versatility and quality of the brand’s products. Press releases and other communication materials are aligned with these topics to ensure a coherent and appealing message.
Phase 2
Building Close Relationships with Journalists
LF Channel manages product dispatches to journalists and seeks organic and paid opportunities for the brand. They handle continuous contact with the media, proposing stories and collaborations that position Empresas Polar’s products as versatile and high-quality options.
Phase 3
Events and Personal Encounters
LF Channel supports the organization and execution of events aimed at the press. These events are designed to provide a direct experience with Empresas Polar’s products, fostering media coverage and brand recognition.
RESULTS
Thanks to the communication strategy developed by LF Channel, Empresas Polar has achieved significant presence in Spanish media, meeting both quantitative and qualitative objectives. In a single year, the results include:
Clippings in relevant media
Million people reached through communication campaigns
Euros an estimated economic value of the campaign
“At Alimentos Polar España, we are more than grateful to LF Channel for their excellent work. So far, it has been an exceptional experience, from understanding the objectives of the P.A.N. brand to implementing highly effective strategies that have generated tangible results for our company in the European market. Professionalism, creativity, and commitment to our company are just some of the qualities that have made our collaboration successful.
We feel accompanied and supported by a great team of professionals in the field of Public Relations and Integrated Communications. Working with LF Channel has helped us get closer to the Spanish media and, therefore, to readers and consumers.
We are pleased to have found a public relations agency that not only understands the needs of our company but also works actively to achieve our goals. We deeply appreciate their commitment, passion, and dedication, and we look forward to continuing to work with them on future projects.”
Communications Department, Empresas Polar
