Location: National, USA

THE ASK

GOYA® aimed to encourage the purchase of GOYA® Maria Cookies and the trial of GOYA® recipes featuring the product, while also sharing content around their new Maria Cookies cookbook. Foodie Tribe's approach generated massive interest in GOYA® Maria Cookies by working with food- and recipe-focused influencers to showcase how GOYA® Maria Cookies can be used in a variety of no-bake desserts, with the specific recipes selected made by each influencer based on the influencer’s individual content and the specific audiences GOYA® wanted the recipes to reach.

WHAT WE DID

Foodie Tribe collaborated with five micro and mega food- and recipe-focused influencers to recreate GOYA® Maria Cookies original recipes to bring awareness to both flavors of Maria Cookies, as well as the no-bake dessert recipes found in the new cookbook. Our influencers also featured the cookbook as the prize in a giveaway. 

Foodie Tribe  strategized to drive customer consideration and brand loyalty by focusing on simple, no-bake desserts, which are ideal for the summer months when this campaign went live, offering audiences delicious and easy to assemble new recipes. We also strategized to encourage brand recognition by having the GOYA® Maria Cookies packaging feature in all of the content, so audiences could easily recognize the product on grocery store shelves.​ This campaign was extremely successful, garnering impressions and reach in the millions and six-figure engagements across the content.  One of the Instagram Reels for this campaign had amazing success after going viral, garnering an impressive 2 millions+ views and contributing greatly to the success of this campaign!

RESULTS

2.9M Impressions

1.69M Reach

100.86K Engagements

3.48% Engagement Rate

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