SITUATION
Del Real Foods offers authentic Mexican food, featuring pre-cooked carnitas, shredded beef, tamales and the like, sold nationwide. After their success in Southern California, the family-owned business was now ready for a campaign to support its new, national distribution. Not all prepared foods are the same, and Del Real needed to drive this point of differentiation home to younger shoppers.
SOLUTION
To launch the brand, we crafted a content-led, integrated campaign aimed at driving unaided awareness in L.A. and S.F., before rolling out nationally. The“It's about to get real” campaign features a trio of Mexican American stereotypes in humorous situations that ask consumers to look past the cliché to find the real, Mexican authenticity that Del Real Food delivers.
The point of sale, out of home and a broadcast spot—all featuring the stereotype trio, were—supported with long-form video for each character. Flanking awareness with product education, we rolled out recipe videos. Filmed on location in the Del Real Foods test kitchen, we made 12 how-to videos to inspire meals that are quick, tasty and authentic. The snackable content was pushed out through social, and seeded with paid media and native-like advertorial placements on food and "mommy" blog networks.
ROLE
Freelance Creative Director @ StickyDocs