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Celebrity Chef helps the brand attract new followers

Abuelita “Day of the Dead”

“Dia de los Muertos” or “Day of the Dead” is a traditional Mexican holiday that honors ancestors, and has always kicked off the Mexican hot chocolate season. GSG helped Abuelita, the leading Mexican hot chocolate, expand the season, and the use of Abuelita as an ingredient 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.


  • Create brand awareness and trial around the traditional Day of the Dead holiday
  • Create additional trial outside of the holiday season


  • 47% YOY sales lift
  • 50,000 sample trials

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