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Branding | Video

queso pronto called, we answered.

In 2020, Ricos Products introduced two new SKUs to the savory snack food category, an industry they were already privy to. The release of Ricos Queso Pronto varieties answered the consumer call for ready-to-eat, shelf stable queso that could be used as a dip or a spread in a matter of minutes.

situation

Launching your product is the easy part. Market awareness of that new product, not so easy. Surrounded by cheesy competitors, Ricos needed an omni-channel campaign strategy to bring awareness to Queso Pronto availability in local retailers and inspire consumers to trial their new convenient snack-time favorite.

solution

Looking towards younger audience targets, ArchPoint Creative utilized a digital-first strategy to create Ricos’ Queso is Calling campaign. Orchestrating an impactful influencer campaign in addition to paid and organic social efforts, dedicated landing pages, local ambassadors, and enticing giveaway opportunities, ArchPoint Creative developed a cohesive omni-channel campaign strategy. Disrupting the classic look and feel of Ricos Products, the APC team designed a colorfully eye-catching campaign look and feel that leveraged modern day hook-up culture. This paved the way for Queso Pronto to be introduced as a new brand under the Ricos Products parent umbrella.

results

The trusted omni-channel approach proved to be successful for the colorful Queso is Calling campaign – yielding 222 landing page visits, 107 giveaway entries and 59 additional newsletter subscribers. Prestigious influencer efforts led to a +4% return of paid partnership investments and contributed to a +123% increase in Ricos own Instagram profile and significant follower growth throughout the duration of the campaign – 238 follower increase in a two month span.