Context:
The well-known "Ají de la Casa de Wong" was positioned as the preferred chili pepper of many Peruvian families due to its spicy and mouthwatering taste, and its 15 years in the market.
What we wanted to achieve:
Due to the change of home - from the supermarket Wong, we went to Plaza Vea and Vivanda - we needed to create recognition for the real owner of the "Ají de la casa", its own creator: Ferymar. To capitalize the conversation and redirect the public.
Execution:
The public response was immediate.
The support from closed Facebook groups and comments on the publications increased the organic reach of the message, which made one point clear: The message had been understood and its relevance crossed digital media press such as "Diario Correo", "Diario La república", "Trome", and more.
Once the message was understood and internalized by the #FeryLovers, each sauce, cream and ingredient used by Ferymar was given personality: Chili, Rocoto, Containers, etc.
The Goals were reached. And now many peruvian supermarkets, restaurants and even famous food trucks entrust their sauces to Ferymar.
A Spicy Lesson
It doesn't take a lot of science for users to know the brand behind a star product, just humanize the details that make the product famous, in this case the taste.
Cliente: Ferymar
Consultora: Cero 51
Director Creativo: Lucho Diaz
Redacción y Estrategia: Matías Choy
Diseño: Joshua Grey