- Index hide
On average, Mexicans spend around 934 pesos in the elaboration of a traditional offering.
In Mexico, there are currently more than 55 thousand bakeries, of which 97 percent are micro-businesses.
consumption of per capita annual bread, in Mexico, is 33.5 kg.
Bakers from Bodega Aurrerá and El Globo appear on TikTok and, as part of a digital marketing strategy, show how they create the traditional Pan de Muerto, one of the most popular on these dates.
These are times of celebration for Halloween and the Day of the Dead and, given this, a significant number of brands have not missed the opportunity to join the conversation in one of the most important moments of the year in terms of consumption.
According to the National Chamber of Commerce, Services and Tourism (Canaco)in 2021, due to the Day of the Dead festivities, an economic spill of more than 4 thousand 213 million was registered, this only within Mexico City, with the amount of 934 pesos being the average expense that people invest only in the preparation of a traditional offering, as indicated by the Federal Consumer Protection Office (Profeco).
On the other hand, for brands it is also an important time to delve into people’s consumption habits, either with the development of new products or even by offering various experiences from the festivities of both Halloween and Christmas Day. Dead.
In that sense, one of the dishes or products that is never lacking in a large part of Mexican tables is the traditional pan de muerto, which, when it is in season, generates not only expectation among consumers, but is also part of a significant amount of content on social networks by those Internet users who, as they mention, wait for this date to consume it.
And it is that, in reality, Mexico is an important bakery consumer, as revealed by the National Chamber of the Bakery Industry (CANAINPA), which indicates that consumption per capita annual bread is 33.5 kg, of which between 70 and 75 percent corresponds to white bread, and the remaining 30 to 25 percent, to sweet bread, cookies and cakes.
This is how Bodega Aurrerá and El Globo make their Pan de Muerto
Social networks, as has happened in recent years, have become that commercial window through which brands decide to attract the attention of consumers.
Thus, in these times of Halloween and Day of the Dead, companies such as Bodega Aurrerá and El Globo, belonging to Grupo Bimbo, have decided to make use of their social media to publicize how its bakers prepare the traditional Pan de Muerto.
@bodegaaurrera From our bakery to your altar! Enter where no one can to know the process of making a rich #PanDeMuerto ??
@Bimbo group Recommendation of the day: bread of the dead from @ElGloboOficial??? #PandeMuerto #Viral #Bread #Bimbo group #FamiliaBimbo #viral #fyp
Currently, according to data from the National Institute of Geography and Statistics (INEGI)white bread and box bread are part of the consumer’s basic basket.
Now, we are talking, of course, about a strategy that works to reach those audiences that “live” on social networks, where TikTok is, along with Instagram, one of the most effective platforms for the development of network marketing campaigns. social, as revealed by the report The State of Influencer Marketing 2021.
In the end, the consumer has his own preference, although the rage that pan de muerto generates when it is its consumption season is still striking.