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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.


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.


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.


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.