Plan B™
The Agency Alternative
Azteca
Mas Fina, Menos Gordo www.aztecafoods.com/ Behold the tortilla, the foundation of some of the most beloved recipes both north and south of the border. They’re cheap. They’re ubiquitous. Once outside the wrapper, it’s darned near impossible to tell them apart. So what makes one brand of tortilla better than any other? The real answer is quality ingredients, freshness and traditional manufacturing techniques. But in the eyes of consumers, a tortilla is a tortilla is a tortilla. Hence, the key to promoting a brand preference is getting the product into consumers’ hands (and mouths) so they can discover the difference for themselves, thus strongly linking brand identity to the resulting positive dining experiences. A proven promotional strategy that incorporated print advertising, free sample promotions and helpful recipe tips, all supported by a television ad buy to reinforce the messaging, led to a dramatic bump in sales within the fat-free line. Customers tried. Customers liked. Qué bueño!