Little Ceasars

INDUSTRY

Food &
Beverages

COUNTRY

Mexico

DIMENSION

Brand

CHALLENGE

PROPOSED
SOLUTION

RESULTS

Little Ceasars, the number one brand in the fast-food category in Mexico, faced a major challenge: cultural connection, since Mexicans seek that bond through food and tradition. This is where the opportunity for a new product emerged, designed for the most Mexican month of the year: in September, ¡Mexicana! Mexicana arrives. The main goal of this launch was born from recognizing and celebrating the Mexican consumer.

Mexican culture was the core and inspiration for building the insight, in order to create this connection with the consumer by creating an environment where they felt represented at every touchpoint, from communication to the point of sale. To achieve this, we took into account: traditional celebrations such as September 16 for the pizza launch; Mexican culinary flavors: beans and jalapeño; moments of consumption and family togetherness, such as mealtime; patriotic elements, such as papel picado (cut-paper banners) at the point of sale or references to traditional games; and, above all, the characteristic Mexican humor that, together with local expressions, strengthens this strategy.

During the 9 weeks the campaign ran, from September 5 to October 23, 2023, ¡Mexicana! Mexicana exceeded the objectives set. Turning a product that was born with the vision of being a limited edition into a permanent menu item. 1. Thanks to the launch of this campaign, the order objective was exceeded by 39%. While the average order rate over the previous 2 years was 9%, a rate of 12.5% was achieved. 2. Little Caesars saw higher Google search volume during this 9-week period. 3. Little Caesars’ Pizza Mexicana search occupied 3 of the top 15 brand search results on Google. 4. The media plan strategy achieved an excellent result by integrating new formats into our communication: - Spotify with Sponsored Playlist: (CPM) 4,378,285 impressions, achieving *9% more impressions* than planned. - Playable Ads: (CPM) 584,097 impressions, exceeding *planned impressions by 21%*. (CPE) 92,211 interactions, with *53% more interactions* than planned. - Mention on Televisa with an interactive lower-third: 418,930 impacts were achieved with a *3.14 rating on broadcast television.* Traditional media communication was also a resounding success, creating a connection with the Mexican consumer: - Exceeding the brand connection benchmark by +*43%.* - Interest in buying the product after seeing the commercial by +*35%.*