Ortega was looking to bolster sales through a digital video and in-store campaign. Spitball helped with just that, but started by defining the larger opportunity for the brand.
Despite being a household name with significant sales, Ortega suffered from low brand preference. With consumers thinking that any taco will do, Spitball turned a consumer insight into an opportunity to create meaning around family dinner night to help drive brand growth.
For a dinner occasion that is marked for every Tuesday, Spitball wanted to tap into the excitement that gets lost in a weekly routine. Through consumer research, Spitball saw an opportunity to turn a box of tacos into endless nights of adventure. A taco is more than just a taco. It's an opportunity to make it truly your own. This idea is captured through Y'Ortega, which invites consumers to make every meal their own through a strong branded call-to-action.
Ortega allows you to take your style and stuff it into your uniquely-created masterpiece, experiment or adventure-filled taco. You are what you eat, and it's anything but ordinary. Spitball took diverse personalities of various family members and turned them into inspired vignettes as the basis for the campaign. Marketing extensions incorporated the campaign messaging and design aesthetics for new product launches, digital marketing and in-store promotion.
To make consumers at-shelf decision easier, Spitball developed unique placements to reinforce the campaign and new product launches to promote the brand at point of purchase.
