Pano gore rino Chibereko Kukwezva 2024 muMadrid, Valencia-based company Patas Lázaro yakamira kunze kwemaitiro ayo matsva ekushambadzira uye kusimudzira brand. Iyo kambani, inozivikanwa kwazvo muSpain's agri-food sector, yakagamuchira iyo “Kushambadzira Kunonyanya Kupesvedzera” mubayiro wechiratidzo chayo Calixta, iyo yakawana kukura kunoshamisa kwekutengesa kuburikidza nemushandirapamwe wekugadzira wekukurukurirana. Nekuwedzera kwe40% kwekutengesa kwembatatisi dzavo dzemicrowave uye ne44% kukwira kwenhamba dzevatengi, kuedza kwaPatatas Lázaro kunoratidza simba rekugadzira branding mukati meindasitiri yechikafu.
Kubudirira kwe Calixta, inotengeswa se "mbatatisi yakangwara," inogona kunyanya kuverengerwa kunze kwebhokisi mushandirapamwe wakabatanidza kuseka uye hutachiona. Chiratidziro chakawana kutariswa kwakapararira kuburikidza nevhidhiyo yemanyepo-maitiro ehutachiona yakaburitswa muchirimo cha2024. Chirongwa ichi chakasvika kudarika vanhu mamiriyoni 3.6 uye yakagadzirwazve 83,000 kusangana pasocial media, zvichiratidza kuti kuseka uye kugadzira zvinogona kuita zvakakosha mukusimudzira zvigadzirwa zveagri-chikafu. Kuzivikanwa paFruit Attraction kunotevera kubudirira kwaPatatas Lázaro muna 2023, uko mhando yakahwina. Best Print Advertisement paSmile Festival, mutambo wepasi rose wekushambadzira uye wekuseka.
At Chibereko Kukwezva 2024, yakaitwa kubva muna Gumiguru 8-10 paIFEMA muMadrid, Patatas Lázaro yakakwezva vashanyi nekumira kwavo kwakasiyana uye kunopindirana. Boka rekambani, rakanzi "Razaro, Mhuri,” yakagadzirwa seimba inotonhorera, ine kamuri imwe neimwe inomiririra rudzi rwakasiyana mune yavo portfolio. Brands kufanana Freshnatur, AgriD'or, Papp!ns, Anna Green, uye Calixta vakapihwa nzvimbo dzavo dzakasiyana, vachiratidza kusarudzika kwemutsara wega wega wechigadzirwa. Semuyenzaniso, Freshnatur, inozivikanwa nembatatisi yayo nyowani uye yemhuri, yakamiririrwa muimba yekutandarira, nepo yakagadzikana. Anna Green brand yaive nenzvimbo yayo yakatsaurirwa mubindu. Calixta wechidiki akapihwa imba ine simba, izere nemufaro, ichiwedzera kusimbisa iyo inotamba yemhando yemufananidzo.
Vashanyi pastand vakabatwa rarama zviratidzo zvekubika ine Calixta mbatatisi uye zvakasiyana-siyana zvekuita, kusanganisira mubairo wekupa uye mukana wekuhwina rwendo rwevana. Patatas Lázaro akashandisa zviitiko zvinodyidzana izvi kugadzira hukama hune musoro nevanopinda, vachipa kuravira kwezvigadzirwa zvavo uye chiitiko chisingakanganwike pamutambo.
Yakatangwa 1945, Patas Lázaro akura kuita mutungamiri muchikamu chekudya cheSpain, aine tarisiro yakasimba pa hutsva, kuenderera mberi, uye kunaka. Kwemakore, kambani yakawedzera chigadzirwa chayo kuti isasanganise mbatatisi chete asiwo hanyanisi, garlic, uye mbatatisi. Mumakore achangopfuura, kambani yakawedzera ivhu rayo rinorimwa ne 55%, chiratidzo chekuzvipira kwayo mukukura uye kugona mukugadzira.
Kupfuura kubudirira kwayo kwekutengeserana, kambani zvakare yakazvipira zvakanyanya kuchengetedza uye kutarisira kwezvakatipoteredza. Mitsetse yavo yechigadzirwa, senge Anna Green, simbisa eco-hushamwari maitiro uye inoratidza kukura kuri kudiwa kwevatengi kune zvakagadzikana zvigadzirwa zvekudya. Kusimbisa kwekambani nezvekuita zvehunyanzvi uye zvechizvino-zvino mukati mekurima, zvakasanganiswa nekuremekedza tsika dzechinyakare dzekurima, zvakaibvumira kuti ibudirire mumusika unowedzera makwikwi.
Mbatata zvakaitwa naRazaro pa Chibereko Kukwezva 2024 inosimbisa kukosha kwekuvandudza uye kugadzira branding muindasitiri yezvekudya yanhasi. Nekushandisa zvinosetsa uye nzira dzekushambadzira dzekushambadzira, kambani yakakwanisa kuwedzera zvakanyanya kutengesa uye kuwedzera vatengi vayo, ichiri kuramba ichitendeka kune yayo kukosha kwekusimba uye mhando. Sezvo kambani iri kuramba ichikura, kuzvipira kwayo kuhunyanzvi uye basa rezvakatipoteredza kungangoichengeta iri pamberi pechikamu cheSpain chezvekudya.
