The refrigerated dessert category is competitive enough on a good day. Add shifting consumer preferences, emerging brands taking on established players, and an overall category decline, and the challenge becomes even greater.
Señor Rico recognized the need to reach a new generation of consumers, expanding household penetration and consideration among younger non-Hispanic audiences without sacrificing the brand’s strong connection with Hispanic families.
Our team looked beyond Señor Rico’s traditional audience to identify the “Adventurous Eater”, a promising new primary target that meaningfully expanded the brand’s consumer universe.
From there, we used media consumption data to build an efficient omnichannel mix made to drive targeted reach and engagement nationally across digital media, retail media, and in-store channels.
Creative brought it all together with eye-catching, engaging assets across the journey, including a brand and packaging refresh designed to carry the campaign through to the shelf and help turn consideration into purchase.
