Develop a campaign in order to promote our 10% more package with the challenge of creating a new way to connect with a new generation of Latina consumers while retaining the classic image of MASECA.

Strategic objective


Develop a Hispanic digital campaign supported by a creative concept and media plan in order to generate awareness of the product, benefits, and uses.



We secured celebrity chef Maggie Jiménez as the brand’s ambassador and developed the creative approach centered on her, the product’s benefits, and the new package. We then placed an online survey to find out which cities were interested in the promotion. Messages featuring unique creative concepts for the campaign were posted on Maseca’s Facebook page as well as Maggie Jiménez’s Twitter account. We also launched a successful YouTube media campaign featuring Maggie’s video recipes.




The posts reached approximately 32,900 users and had a 15% engagement. The videos generated 16,945 clicks. 120 users took part in the survey, expressing an interest in having the promotion in their cities, with LA being the most enthusiastic.


Reached users




Users taking the survey

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