With the vaccine rollout at the beginning of 2021, President Biden pronounced the 4th of July as America’s first post-lockdown get-together. People were looking forward to hanging out with their friends and family again. But with parties, there was still a need for precautions – like avoiding party snacks and habits that would promote germ-spreading, like double-dipping.

To prevent double dippers from spreading germs in 4th of July parties, Juanita’s Foods created the Nacho Cheese Dip-Spenser. Operating similarly to motion-activated hand sanitizer dispensers, it poured the perfect portion of Juanita’s nacho cheese onto each chip. It also included a heating system that would assure cheese warmth and consistency. A few units were made available for the public via a social contest on IG, which was promoted with social content and through partnerships with micro-influencers.

Juanita’s Foods, a Mexican American food brand, wanted to position its Nacho Cheese Sauce as the perfect party snack for 4th of July parties in a Post-Covid World. But with the germ safety becoming more relevant our product was at risk because of double dippers.

We saw this behavior as an opportunity to prove our product not only could be shared safely but considered as the safest dip snack in such delicate time. That’s why we created an anti-double dipping dispenser and invited Americans to win one.

The campaign lived on Juanita’s Foods IG account. We launched on June 27th of 2021 and wrapped on July 7th. We also partnered with micro-influencers from California and Texas, the two biggest markets for the company, to drive people to the brand’s page.

The campaign generated more than 34 million impressions and had 2min58 of free airtime on TV news segments, which led to thousands of people participating – and hundreds of requests from people asking the brand to release the product for sale. The launch video had a 686% completion rate when compared to other social videos in Juanita’s Foods IG account. But the biggest result was in product sales – a 21% increase compared to the previous year.