-Over 14,000 recipes were uploaded during the campaign’s first week. 42,000 by the end of the promotion (3 months).

-The campaign gained free press through different media channels.

-Rica’s market share increased by 14%, surpassing its 2% objective.

-Sales increased by 65%.  

-A documentary and reality show are being filmed.

-The book is in the history section of bookstores across the country, in Dominican websites, in schools and forms part of the nation's historical archive.

-400 recipes were compiled into the Gastronomic Heritage book.

-In the end we didn’t just launch a product, we re-launched history.

The media team understood that a direct and multi-media campaign was essential to gain the desired notice. Our promotion launched with an integrated campaign that involved mass media, television, direct, mailing digital and PR activities, such as appearances on cooking shows. It invited people to dig deep into their family heritage to find these recipes and the stories that came with them. By purchasing Rica’s evaporated milk, our customers received an access code to the promotion’s website, where they would upload their recipes, family pictures and share their stories, creating a movement that involved historians, anthropologists, sociologists and expert chefs that made the campaign the project of a nation. Over 42,000 recipes were uploaded to the website; 400 were chosen and compiled into a book called Gastronomic Heritage. With the book we had created a new media channel, one that would forever remain in the history of our nation.

Rica, the leading dairy company in the Dominican Republic, wanted to launch its new evaporated milk, an ingredient used in hundreds of Dominican recipes, in a market where Nestlé held 96% of market share. We needed to develop a campaign, targeted at housewives and cooking enthusiasts that use evaporated milk, that would bring in customers from the competition, increase brand awareness, trial and our market share by 2%. Our strategy was to turn a product launch into a new way to experience our nation’s history through taste. Family recipes have been passed down through generations and have been part of different historical moments, but have never been assembled together in a historical context. Our idea was to bring these recipes together and match them to our nation's history. It is relevant because the campaign connected the brand to customers through their family history, kitchen, and new way of experiencing history.