Cacique Foods
Brand DevelopmentAn impactful awareness campaign that tugged at audiences’ heartstrings was the perfect way to help Cacique® products make their way into households everywhere.
Cacique has been at the center of hundreds of families’ tables for generations, and we knew instantly that this would be our way in.
Fifty years has given the Cacique® brand a rich heritage and a loyal Mexican following, but the general market just wasn’t aware of the brand’s authentic and flavorful offerings. We knew that the only thing stopping the general market from reaching for Cacique at grocery stores everywhere was an educational gap, and if we could close that gap, Cacique stood a chance at skyrocketing to billion-dollar company status. So, we Visioneered a way to spread the word.
As a longtime staple in many Hispanic households, the core of Cacique’s brand lies in its authentic heritage. Cacique has been at the center of hundreds of families’ tables for generations, and we knew instantly that this would be our way in.
The campaign went straight for the heart, pairing Cacique products with moments of real connection. No matter what your table looks like — whether it’s a desk, a dining room table or a countertop — Cacique is there to add authentic Mexican flavors to every meal. Cacique brings: Authentic Flavor. Real Moments.
Once we had established a new direction for their branding when it came to the general market, we decided to ask the audience at home what they thought.
We put our 0:30 commercial spot to the test — literally — with Ace Metrix testing, and saw unprecedented numbers as a result.
- Purchase intent scored significantly above expectations
- A record 666 score on product desire
- Authentic, flavorful and appealing: top words used by new viewers
Fifty years has given the Cacique® brand a rich heritage and a loyal Mexican following, but the general market just wasn’t aware of the brand’s authentic and flavorful offerings. We knew that the only thing stopping the general market from reaching for Cacique at grocery stores everywhere was an educational gap, and if we could close that gap, Cacique stood a chance at skyrocketing to billion-dollar company status. So, we Visioneered a way to spread the word.
As a longtime staple in many Hispanic households, the core of Cacique’s brand lies in its authentic heritage. Cacique has been at the center of hundreds of families’ tables for generations, and we knew instantly that this would be our way in.
The campaign went straight for the heart, pairing Cacique products with moments of real connection. No matter what your table looks like — whether it’s a desk, a dining room table or a countertop — Cacique is there to add authentic Mexican flavors to every meal. Cacique brings: Authentic Flavor. Real Moments.
Once we had established a new direction for their branding when it came to the general market, we decided to ask the audience at home what they thought.
We put our 0:30 commercial spot to the test — literally — with Ace Metrix testing, and saw unprecedented numbers as a result.
- Purchase intent scored significantly above expectations
- A record 666 score on product desire
- Authentic, flavorful and appealing: top words used by new viewers
The spot outperformed all industry standards for delivering information and creating desire.
