2019 Case Study


Background: The 2019 Great New Mexico Chile Taste Off is a celebration of New Mexico’s green chile produce. An event that was developed by the New Mexico Certified Chile and the New Mexico Chile Growers Association, the inaugural event featured a jurried chile taste-off, a giant chile roasting, red and green fireworks, live music and dancing. The Garrity Group’s previous success promoting green chile to a variety of national and international markets provided New Mexico Certified Chile with a proven public relations partner to promote the event.

Challenge: As a first-time event, the Great New Mexico Chile Taste Off did not have a base of awareness or track record to help drive traffic to the event. In addition, the Taste Off was scheduled to occur in Socorro, New Mexico, a great small town an hour south of Albuquerque and two hours north of the popular Hatch Valley, known for growing red and green chile.

Solution: The Garrity Group served as a guide for the Great New Mexico Chile Taste Off to navigate the media realm, providing guidance on sponsorships and advertising. The Garrity Group provided strategic guidance for event planning, media outreach and social media content with the goal of generating local and drive market awareness/attendance. The Garrity Group generated awareness leading up to the event in Albuquerque and Las Cruces, including securing stories in the Las Cruces Sun News, KRQE-TV, the El Defensor Chieftain and the Grant County Beat. The coverage resulted in a total reach of 1,503,280 and the event was standing room only (because there were few chairs, but it was also seen as a huge success by event organizers).

Additional Information:

Great New Mexico Chile Taste Off to Determine Best in State (Las Cruces Sun News)



Local Growers Compete in Great New Mexico Taste-Off (KRQE-TV)