Cannes Lions

The Fourth Ingredient

ISLA REPUBLICA, Mexico City / PEPSICO / 2022

Case Film
Information Deck
Case Film
Presentation Image
Case Film
Presentation Image
Presentation Image
Presentation Image
Information Deck
Information Deck
1 of 0 items

Overview

Entries

Credits

Overview

Background

Background:

During this year the iconic snack brand Sabritas had to face big strategic challenges around

the appearance of new barriers.

The Situation:

New upcoming labeling & Seals regulations in the Mexican markets.

The stigma of the category:

Production process unknown to consumers, generating myths around product's naturalness.

As a result of a quantitative investigation, we discovered the myths that circulated among consumers of the brand.

"Made with flour"

"Artificial Potatoes"

“Use of preservatives”

And only 18% of Mexicans know about the naturalness of our ingredients.

The brief:

Remarks origins, creating a deeper and meaningful message to humanize the brand.

The objective:

Strengthen values of honesty and brand responsibility, showing the naturalness of our potatoes and Increase Sabritas affinity by humanizing the brand through the stories behind every bag.

Target objectives:

Consumers: Connect with, Millenial Bright Sparks.

Community: Reconnect with the community.

Stakeholders: To create pride and sense of belonging.

Idea

We wanted to boost our consumers’ awareness of our commitment to inspiring people through our brand to make choices that create more smiles for them and the planet.

The “Fourth Ingredient” is an acknowledgment to the farmers responsible for bringing potatoes of Mexican origin to the hands of the consumer. Because it´s “Made with the best we have: our people”.

The Fourth Ingredient’ campaign is a thank you and a reflection of the commitment that Sabritas® has with its people and with the consumer, by offering potatoes that are born in the Mexican fields, under the care of expert farmers hands. This brand platform allowed us to keep demonstrating the quality of our natural ingredients, while brining light to the quality of our core values. At an executional level, we want this campaign to tell the stories behind each Sabritas bag delivering holistic content across media.

Strategy

Focused, on our fourth, and most valuable ingredient. One that's not seen, but it's felt in all of Mexico.

This PR brand platform allowed us to keep demonstrating the quality of our natural ingredients, while brining light to the quality of our core values.

For the campaign, we developed four narratives. The first narrative, focused on the 4th ingredient campaign from a marketing perspective. The second narrative, recognized the work of the hands behind every Sabritas bag, as well as the economic impact Sabritas has in the agro-industry. The third narrative, which went live in, aimed to highlight the stands out the role of women in the field. And finally, a narrative focuses on Sabritas product, Traceability, that is based on the or the geographical origin of the potatoes.

In order to each consumer knows every bag's origin through technology. So each bag of Sabritas had a "QR" code.

Execution

Focused, on our fourth, and most valuable ingredient. One that's not seen, but it's felt in all of Mexico.

This brand platform allowed us to keep demonstrating the quality of our natural ingredients, while brining light to the quality of our core values.

Through the natural voices of "Carlos Rivera" and "Aislinn Derbez".

For the campaign, we developed four narratives. The first narrative, focused on the 4th ingredient campaign from a marketing perspective. The second narrative, recognized the work of the hands behind every Sabritas bag, as well as the economic impact Sabritas has in the agro-industry. The third narrative, aimed to highlight the stands out the role of women in the field.

And finally, a narrative focuses on Sabritas product, Traceability, that is based on the or the geographical origin of the potatoes.

In order to each consumer knows every bag's origin through technology, trough a "QR" code.

Outcome

Sabritas “The fourth ingredient” Results:

-1° Campaign Mexico according to YouTube leaderboard ranking.

-55 millions of views in youtube.

-PR total reach 27 millions, 38% increase in media impressions vs previous year.

-Naturalness campaign perform strong in: “Made in México”, “Natural ingredients”, “Great tasting”, “ made by Mexican farmers”, “Woman farmer” “Inclusion”.

-Naturalness stand out in uniqueness, relevance and brand recall.

- “Natural potatoes” is reminded as a key message and goes beyond and gives “the people” a starring role.

Naturalness Beats CBI score across Sabritas evaluations while improving CSI score vs previous execution.

-Overall creative sales Impact 83%.

-Overall creative brand Impact 92%.

-Top of mind 1°.

-Watched Full Ad 84%.

-Unaided Brand Recall 89%.

-The Fourth ingredient campaign goes beyond and gives “the people” a starring role:

“Like” & “Love” appear as the main emotions and remain strong to the end, and this emotions are not just present of celebrities Carlos Rivera’s an Aislinn scenes.

Similar Campaigns

12 items

Shortlisted Cannes Lions
#TheDebut

VML, Kansas city

#TheDebut

2018, PEPSICO

(opens in a new tab)