National Menudo Month 2019

Case Story #2

Challenge

In the first year we introduced National Menudo Month to the U.S. and generated over 480M+ combined media, digital and PR impressions.  Our challenge was to keep the excitement going as we establish this National Day calendar proclamation. Our creativity was challenged because how do you top a Guiness World Record?  We needed to not only drive brand awareness but educate consumers on the convenience and authentic homemade flavors of Juanita’s products. Many younger Hispanics love and keep the tradition of menudo but do not cook it because it is time intensive.

Solution

We needed to employ creative tactics to take our message to the streets and keep the excitement going while educating consumers on the varieties of authentic Mexican products that we offer and how easy it is to keep our important culinary traditions alive!  We launched a muti-state mobile tour where we took Juanita’s products directly to consumers while sharing our message of family and culinary traditions. We partnered with nationally syndicated radio show personalities El Bueno and El Feo to find out how people like to eat their menudo in conjunction with a consumer sweepstakes.   Social media influencers helped us share the importance of culinary traditions while having some fun along the way with the fact that menudo is the ultimate hangover cure!

Result

We had over 500,000 one-on-one consumer engagements while distributing samples, digital photo booths and great giveaways!  Live Juanita made an appearance at several events and was a hit with adults and children alike. El Bueno and El Feo duked it out on air and on social media to find out what people eat with their menudo; bread or tortillas resulting in impressive consumer engagement as people shared their very strong opinions on the subject!  We ended National Menudo with an amazing consumer event in East LA that included performances by Mariachi los Reyes, Lupita Infante, Alvera de Leon and many local Mexican and folkloric dance troupes. Combined media, digital and PR impressions exceeded 100M.

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