Guerrero, a leading producer of tortillas, needed a way to connect with customers on a personal level. By launching the 40 Ways 40 Days recipe campaign during Lent, we leveraged Guerrero’s authentic Mexican appeal and provided Lent friendly recipes worth sharing—and it worked.
We didn’t just make a webpage that listed recipes—we created an engaging one-stop destination for cooking enthusiasts. We provided video demonstrations for each recipe, interactive ingredient checklists, and aesthetically pleasing instructions.
We took a gamble that consumers would love having delicious, Lent friendly recipes delivered to their phones for all 40 days of Lent. Actually, that wasn’t a gamble at all—just a great idea. Website visitors could text “LENT” to instantly receive easy-to-follow recipes. Additionally, our website design was as beautiful and interactive on mobile devices as it was on a desktop.
If you think digital banner ads get annoying, you’re not alone. You visited that web page to read content of your choosing, not to read marketing collateral. Our goal, however, was to create ads that people wanted to see—in fact, we wanted to steal, not borrow, their attention from the very page they were visiting.
Bright colors and visceral graphic energy (complete with pictures of delicious food, of course) served the purpose effectively. Sure we were a little bit up-in-your-face about it, but let’s be honest—our ads were something people wanted to see.
Point Of Purchase
There’s no better time to get a shopper’s attention than when they’re already out shopping. With simple, bold design and short, benefit-driven copy, these point-of-purchase displays work extra hard to promote Guerrero’s great new products and build awareness for the entire brand.
The first goal was to deliver a product too good not to share. Secondly, we made social engagement easy with accessible social links, shareable videos, and a live Facebook comment feed. We also realized that a truly “social” relationship goes two ways, so we added a feature that allowed customers to easily share their own favorite recipes with Guerrero.