Buitoni - BrandXmarketing

The Goal

The Buitoni pasta brand wanted to maximize brand awareness and trial among Hispanic consumers in Southern California, with the ultimate goal of increasing sales in the region.

The Strategy

We paired Buitoni with the Stater Bros. retail chain for impactful in-store demos, then built a social campaign around an Hispanic celebrity chef and influencer, and leveraged our local media contacts to build awareness via popular Spanish language radio stations.

The Results

Brand affinity for Buitoni increased dramatically, with nearly all consumers who tried the products at retail giving positive feedback on both taste and price.