Creation of National Menudo Month / Guinness World Record 2018

Case Story #1

Challenge

Menudo is a traditional Mexican food that is time intensive to prepare.  This traditional soup is a Sunday tradition in many Mexican families as we all prepared for special occasions. Our challenge was to drive awareness to this important tradition and communicate that it’s easier than ever to keep!  Juanita’s offers a high quality variety of authentic canned menudo providing families a convenient way to honor our important culinary traditions and have more time to spend with family.

Solution

We created National Menudo Month as a way to celebrate the tradition of menudo and educate consumers on its’ origins and encourage the menudo tradition continues to be passed on to future generations.  By attempting the Guiness World Record for the largest menudo ever made we brought this tradition front and center to be discussed and celebrated. We partnered with Mexico’s Sweetheart Angelica Maria and her daughter to talk about the importance of family, traditions and the pride of being Hispanic.

Result

We celebrated National Menudo month with Juanita’s Foods over the five month promotional period.  We searched high and low throughout CA and TX to find the best homemade menudo cooks and gave away two cars as we crowned the Queens of Menudo in each state .  We partnered with the Art’s Institute Culinary program and held a national competition for the best student prepared menudo resulting in $17,500 in scholarship monies awarded.  We didn’t stop there! We celebrated with Angelica Maria, Angelica Vale and our media partners as we toured CA and TX sharing their stories of family and traditions. The excitement caught on and the mayor of Houston declared January National Menudo Month and the mayor of Los Angeles surprised us by not only making the same declaration but attending our grand finale event where we achieved the Guiness World Record for the largest menudo ever made weighing in at 2,439 lbs!

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