Abuelita

“Day of the Dead” integrated retail concept

“Dia de los Muertos” or “Day of the Dead” is a traditional Mexican holiday honoring ancestors, and has always kicked off the Mexican hot chocolate season. GSG helped Abuelita, the leading Mexican hot chocolate, expand the season by working with celebrity Mexican chef Richard Sandoval. Chef Sandoval created 6 recipes using Abuelita that can be enjoyed throughout the year. Paired with retail celebrations, sampling and point of sale at Hispanic retailers, GSG was able to create great results on both consumer and sales metrics for Abuelita.

Objectives

  • Create brand awareness and trial around the traditional Day of the Dead holiday
  • Create additional trial outside of the holiday season
  • Encourage use of Abuelita as an ingredient

Results

  • 47% YOY sales lift
  • 50,000 sample trials
  • 20 million earned media impression

GSG designed a multi-year program for Coca-Cola to support the preservation of parks by encouraging customers to donate $1 to California State Parks at Stater Bros Markets.  Coca-Cola also committed $1 for every $10 of Coca-Cola products purchased. Donations supported environmental causes including planting 1 million trees, and preserving beaches. The program generated over $2.5M in donations to California State Parks, and well over 800 million earned media impressions.

Objectives

  • Create a 6-week cause-marketing promotion at Stater Bros. Markets in Southern California that galvanizes shoppers and employees to support local parks
  • Drive incremental Coca-Cola retail displays and product sell through
  • Achieve brand lift and positive Public Relations impressions
  • Engage employees and key account on a meaningful cause-program that supports the local community
  • Engage with consumers in a meaningful way – in store, online, and in-park

Results

  • Nearly $2.5M raised over 4 years to support California State Parks, approximately 50% donated from Coca-Cola ($1 for every $10 purchase), and 50% directly donated from shoppers at cash register
  • Stater Bros and Coca-Cola Employee Earth Day Volunteer Event was the largest in California State Parks history
  • Significant increase in all sales metrics: dollar volume lift, unit volume lift, and share of market lift for Stater Bros. during promotional period
  • Over 800 million impressions of earned media in support of the program worth $2.5 million in media value
  • 217% ROI