Increase Brand Demand in a Commodity Category
Ortega was losing the shelf war of blue vs yellow boxes. Spitball broke Ortega out of its shell through a truly ownable campaign.
the spitball idea
Tacos give consumers the freedom to chews their own adventure more than any other meal.
Our strategy revolved around the opportunity that tacos provide busy moms in bringing everyone to the table to help with meal planning and making dinner special. When everything else feels generic, Ortega lets everyone make it their own.
In a category stuffed with bigger budgets, Spitball helped the brand gain broader awareness by incorporating the Ortega name into the campaign for higher brand recall through repetition. “Y’Ortega” served as the brand prompt and rally cry for taco lovers of any age to use their shells as blank canvases to build their own masterpiece.
From Big and Small Screens
The Y’Ortega campaign featured a series of :15 spots that ran across CTV and OLV. Each highlighted a personality that came to life through the creative possibilities Ortega inspired.
To Social
Across social channels, Ortega invited consumers to build wildly creative tacos to express their adventurous sides. A full toolkit of assets were built from the the campaign to generate both paid and organic content.
To the Shelves
Spitball leveraged in-store placements to trigger impulse purchases at shelf by amplifying tentpole occasions and new product introductions.
