Cholula
Project: Cholula Tacothon
Agency: Virtue Worldwide
Channels: Social, 3-hour livestream event
Air Date: May 5, 2020
Team: Jake Matthews, Garrett Mutz, Luke Taylor, John Dornfeld, Nicole James, Jill Rothman, Susie Lyons, Taylor Delbridge, Jenn Gore
Strategy: In 2020, Cinco de Mayo fell on a Taco Tuesday, a momentous occasion that happens only once every seven years. Due to Covid, people were trapped inside and hungry for entertainment, while independent restaurants were losing money.
Cholula hosted a star-studded Cinco de Mayo telethon on Instagram Live that cooked up something totally new for quarantine-weary fans. Chef-hosts Tom Collicchio, Christina Tosi, Aaron Sanchez, Dwyane Wade, Sophia Bush, and Vic Oladipo cooked, laughed, and celebrated together alongside 200,000 live viewers. And all for a great cause to help the restaurant industry.
Results:
• Reached 12.9 million people
• Raised $120,000 to help save independent restaurants.
• TVC, and paid media on social, and resulted in the highest-ever performing week for the Cholula brand.
Press: Campaign, AdAge, Travel + Leisure, UsWeekly, Bloomberg, etc.
Cholua Tacothon Case Study
Cholula
Project: Choose Cholula
Agency: Virtue Worldwide
Channels: Digital, Social, Radio
Air Date: May 2020
Team: Jake Matthews, Nicole James, Luke Taylor, John Dornfeld, Nicole James, Jill Rothman, Susie Lyons, Taylor Delbridge, Chelsea Larson, Jenn Gore
Strategy: Right when COVID hit, we saw all of the hoarding and stock piling for people’s most basic essentials; paper towels, toilet paper, diapers, peanut butter and yes, hot sauce. When that happened, Cholula needed to pivot their strategy from selling more product to encouraging people to use the product they already at home in order to give the stores more time to restock.
Enter Choose Cholua, a 360 product driven campaign intended to drive taste and flavor on your most favorite, basic and repetitive foods. We launched three months into quarantine when everyone was bored of eating the same thing daily. We intentionally made the campaign fun, bold to catch people’s attention and snap them out of their food boredom.
Results:
• Proprietary, but the company was sold 5 months later to McCormich in part due to the high sales volume and velocity at which the product was moving off shelves.
