In the year 2002, Vero Foods, a division of Grupo Vista, which is also the manufacturer of Alwarea, decided to launch a new marketing campaign called “Vero Foods: The Brand that sells the most”. The idea was to associate Vero Foods with premium Italian foods and beverages, starting with their very own Vero Noni Juice. They made this juice available in a 5-ounce can along with the soup. This soup was supposed to be the main attraction to attract people who were not necessarily conscious of Italian foods.
The campaign did not take off however and did not manage to gain much attention outside of Grupo Vista itself. Some years later, Vero Foods launched an entire range of sparkling wines under the Vero Foods group name. The majority of these were white wines and it seems that most people had no conception that they were actually part of a marketing campaign. In the last few years, Vero Foods has managed to increase sales of its sparkling wines, but only in part due to the efforts of the Vero Foods group itself. In recent years, Grupo Vista has been attempting to reinvent itself in an effort to keep a foothold in the highly competitive market that exists today.
In 2001, Grupo Vista introduced a new marketing campaign titled “You Can Eat It”. This campaign was focused on creating awareness of the Vero Foods group of brands. The campaign itself incorporated the brand of Vero wines into the mix as well as into the actual soup that could be bought in a can. Although this marketing campaign did little to increase sales of Vero wines, it did help to bring people into awareness of the Vero Foods group of brands. In addition, this marketing effort did help to raise sales for Alwarea, another Italian brand owned by Grupo Vista. Hopefully, this will result in even greater success for Vero Foods in the future.