Campaign will highlight salmon as a source of national pride and Chile as an food power

SalmonChile launches a multiplatform initiative named Pride of the south, pride of Chile.

Following the successful second edition of Salmón Summit 2025 - an event that brought together the main actors of the national aquaculture sector and presidential candidates presented their proposals to boost this industry - SalmonChile presents a new nationwide campaign. It is the initiative called "Pride of the south, pride of Chile", a powerful communication action that seeks to highlight the contribution of the salmon farming to the development of the country and highlight the role of salmon as one of the main export proteins in the world, produced from the southernmost part of Chile.

The campaign will last three months and will be deployed in the main national media, with presence in programs such as Mesa Central of Canal 13, Estado Nacional of TVN, as well as digital platforms such as Emol, radio stations such as Infinita and a 360° strategy on social networks. This deployment includes coordinated actions with partner companies of the sector, which also join in a block to amplify the message.

"Salmon is not only a source of pride for those living in southern Chile, but also for the whole country. In this campaign we wanted to highlight that connection, taking advantage of the visibility of the Salmon Summit to project a positive and cross-sectional image of our sector," said Francisco Renner, communications director of SalmonChile.

In addition to highlighting the economic and social impact of the activity, the campaign aims to establish a vision for the future: positioning Chile as a global food power, capable of feeding the world from one of the most remote corners of the planet. "We want to show that we are not the end of the world, but the beginning of what is coming," added Renner.

With an inclusive and territorial perspective, the initiative aims to strengthen the social license of the salmon farming sector, highlighting stories of workers, advances in sustainability and the opportunities that national aquaculture offers for the country's development.

The campaign "Pride of the South, Chilean Pride" joins other initiatives by SalmonChile such as "Voices of the South," where through human stories, the transformative effect of salmon farming in the southern part of the country was highlighted. 

To learn more about the campaign and watch the audiovisual material, enter: https://youtu.be/fmZWHfd4pSM