Branding | Video

iconic cheesy community.

Originating in San Antonio, Ricos Products is a staple brand in the Alamo City. Family owned and operated since 1909, the Ricos product portfolio features a wide range of cheese sauce varieties, meticulously engineered chips, nacho toppings, popcorn flavor options, and other fun foods and snacks. Known for developing fun foods for a fun world, the Ricos brand brings the party to pantries across Texas.

situation

Following the peak of the COVID-19 pandemic, Ricos was looking to disrupt the digital market to increase brand awareness, re-engage Texas communities, and speak to consumers in an authentic way. In late 2020, the Nacho Squad was introduced to do just that.

solution

As consumers began moving back towards in-store shopping, the Nacho Squad campaign strategy was rooted in a consumers’ journey to purchase. Consisting of 3 Phases, the 10-month long paid partnership program utilized a variety of digital and social tactics to generate awareness, foster trial consideration, and inspire consumer purchase.

results

The introduction of Ricos Nacho Squad proved to be a powerful force of influence across Texas communities in 2022 – reaching over 1 million consumers. Impactful partnership efforts yielded over 2,000 landing page visits and led to a +1,000 follower increase on Ricos Instagram throughout the duration of the campaign.