In October 2011 the Brazilian cities of Sao Paulo and Rio de Janeiro were chosen to launch the "Salmon de Chile" campaign. This initiative was shared between ProChile and the Association, aimed at promoting the distribution and sale of Chilean salmon. The campaign was designed to focus on value-added salmon products in retail chains, by emphasizing product versatility and health benefits.
Brazil represents the third-largest market for exported Chilean salmon. Consumer awareness of Chilean salmon was raised through publicity in major supermarket chains, through TV commercials and on social networks: