USSEC is conducting a soybean oil promotional campaign in Mexican supermarkets.  Consultant Jorge Martinez is helping to develop this plan in conjunction with a soybean oil refinery in Mexico which consumes about 900,000 metric tons (MT) per year of U.S. soybeans.  The refinery has recently launched a new brand of 100% soybean oil in a 900 milliliter bottle and has begun to promote this oil.  Based on a market study supported by USSEC last year, the refinery determined that the best area of the country to promote this brand of soybean oil would be the northwest region of Mexico and requested USSEC’s support to develop a promotional campaign for regional supermarkets chains in the cities of Tijuana, Mexicali, Hermosillo and Culiacan.  The oil’s promotion generally took place at the point of sale where promoters talked to consumers and explained why soybean oil is a better option than other edible oils, but at several supermarkets, an exclusive island was created for this oil brand.  This campaign proved to be a success with increased product sales of 15% during the promotional period.