VRTCCOM, Maseca agency of record has launched a campaign for the 100% natural corn flour product with Maggie Jimenez in order to reach the hearts of the modern Latina mothers. The natural image of Maggie and her rich “Home Made” culinary experience provides an especial addition to the product cherishing its attributes of calcium, fiber and nutrition in an environment surrounded by originality and freshness. In order to achieve this goal, the design of the packaging was changed utilizing Maggie‚s image and one of her recipes.
The campaign capitalized on the image of Maggie to engage in already established brand initiatives such as Maseca pays your bills in which the chef surprises consumers in supermarkets paying their bills. During the campaign, photos and videos of Maggie Jimenez appear on the page of mimaseca.com; inviting the consumers to meet her in-person during the promotion. The brand evolution was strengthened by the growth of mimaseca.com and Maseca Fan Page on Facebook where consumers through kitchen tips, healthy recipes and live chats interact with Maggie and can learn about the benefits of the product as well as participating in promotions.
“It is our philosophy that for our communication to be effective, it must be simple and personal touching the consumer’s five senses with the goal of reaching their hearts”, said Octavio Orozco, co-founder and CEO of VRTCCOM.