The client
A different kind of snack. A concrete commercial challenge.
Founded in 2017 by Yumiko Chiba, CEO of Seka Meat, YUMI makes free-range beef snacks in Chile using the South African biltong technique. It has its own factory and products without hormones, nitrates, nitrites, artificial flavors, or nutritional warning labels.
With four flavors and a presence in Lider, hotels, Britt Shop, specialty stores, Mercado Libre, and its website, the brand already had a product and sales channels. It needed those who decide what reaches the shelves to recognize it as a reliable supplier.
The challenge
Visibility to those who make purchasing decisions
A category to explain
Biltong is still little known in Chile and is often confused with charqui (jerky). Its origin, production, and value proposition had to be communicated.
Credibility for negotiations
As an emerging brand, YUMI needed public backing to present itself to distributors, buyers, and chains under stronger terms.
A growing market
The arrival of new protein snack alternatives demanded positioning YUMI as a reference for the category before it became saturated.
The strategy
Think B2B, not just about the end consumer
The goal was for wholesalers, shopkeepers, retail buyers, and hotel chains to see YUMI as a supplier with experience, production capacity, and verifiable attributes. Under our Digital Authority System™, we worked on four fronts:
Supplier narrative
We highlighted the company-owned factory, the Chilean free-range raw material, the absence of labels and additives, the protein content, and the presence in demanding sales channels.
Category education
We explained what distinguishes biltong from charqui and pastrami, so that YUMI could help define the category for buyers.
Founder’s voice
We prepared Yumiko Chiba to tell the story of the company and her decision to produce a high-protein, low-carbohydrate snack in Chile.
The right media outlet
We prioritized Mercado Mayorista in Las Últimas Noticias: a space aimed at distributors, shopkeepers, and traditional channel suppliers.
The execution
A full page in the medium where buyers are found
On 22 December 2025, YUMI appeared on page 7 of the Mercado Mayorista magazine in Las Últimas Noticias with the report “This snack is made using an ancestral technique,” written by Melissa Forno with photography by Richard Salgado.
The article presented the biltong category, the origin of the company, and its founder; it detailed the production process, flavors, nutritional content, and sales channels. It also included YUMI’s commercial contact information to facilitate new conversations with buyers.
Results and KPIs
Earned coverage with commercial value
- Media
- Las Últimas Noticias · Mercado Mayorista magazine
- Publication
- 22 December 2025 · print and digital edition
- Format
- Full page, page 7
- Coverage
- National · 100% earned, no advertising investment
- Estimated AVE
- CLP 5,667,900 + VAT
- Commercial contact
- Website, Instagram, and sales email included in the article
Advertising Value Equivalency (AVE) is an estimate, not revenue or attributed sales. It was calculated using LUN’s rate card for a full page in Mercado Mayorista and a placement factor of 2.10, based on 2020 rates.
Commercial impact
A publication that continues working for YUMI
The earned coverage gave YUMI an editorial piece to present its product and its capacity as a supplier to distributors, chains, and buyers. The brand uses it as backing in its commercial negotiations.
By explaining the category and showing an operation already present in different channels, the article can also be reused in presentations, LinkedIn, and proposals to new clients. The goal was not to accumulate headlines: it was to take the YUMI story to the place where distribution decisions are made.