THE HEART OF CHILE

Between 2024 and 2025, a security crisis affected public perception of the Lo Valledor Wholesale Market, with the press steering the conversation toward negative topics. Despite this, the market’s internal community led a positive digital conversation on social media.

The challenge was to position Lo Valledor as Chile’s leading agri-food hub, highlighting its efficient management and its positive impact on people, in order to establish a concept that would transcend the current news cycle.

We developed the creative concept “The Heart of Chile,” an institutional campaign that traces the journey of a piece of fruit or a vegetable from the farm to the end consumer, transforming into different products at each stage to represent the constant flow that connects the entire country through the market.

The campaign was deployed across an online and offline media ecosystem (digital, print, radio, and outdoor advertising in regional areas), featuring a total of 79 creative pieces, prioritizing reaching new audiences over repetition to build brand awareness.

The campaign far exceeded its visibility goals and generated a measurable improvement in brand perception, with an overwhelmingly positive reception and recall rates above the benchmark for similar campaigns.

• 110% achievement of the visibility KPI (78.1M vs. projected 70.8M)
• +620% increase in new website users
• +25% increase in social media followers