Location: National, USA

Starting in May of 2024 Foodie Tribe began a combination of social media and influencer marketing campaigns for Sabrosura’s 3 brands; Pancho’s, La Morenita, and El Viajero. This case study breaks down the performance of these efforts, including impressions, audience growth, engagement, and more.

Sabrosura Social Media

THE ASK

Sabrosura, the parent company of Pancho’s, La Morenita, and El Viajero, wanted to revamp the Instagram accounts for each brand, and launch a TikTok account for Pancho’s to raise brand awareness, drive sales, and educate followers on their products and the uses for their assortment of cheeses and more.

WHAT WE DID

Foodie Tribe created a new strategy for the 3 Instagram accounts, including custom video content. This content was also used to launch Pancho's TikTok account. Along with fresh images, graphics, and videos, we also began a boosting strategy to drive further awareness and help the accounts grow quickly.

RESULTS (7-Months)

Pancho’s

Instagram

395,863 Impressions

13,918 Engagements

2,067 New Followers

3.4% Average ER

El Viajero

Instagram

113,001 Impressions

3,392 Engagements

998 New Followers

3% Average ER

La Morenita

Instagram

125,107 Impressions

8,651 Engagements

1,464 New Followers

4.6% Average ER

Sabrosura Influencer Campaigns

THE ASK

Sabrosura, the parent company of Pancho’s, La Morenita, and El Viajero, aimed to increase brand awareness, encourage the trail or re-trial of the products, and highlight each brand’s specific products through four influencer campaigns. Each influencer created recipe-focused content with the specifics varying based on the campaign objectives, audiences, and products, but each piece of content shared the theme of a simple and delicious way to incorporate Pancho’s, La Morenita’s, and El Viajero’s products into meals and snacks for any time of day or occasion. 

The content also featured each products’ packaging and key messaging, so viewers would immediately recognize the products in their local grocery stores; customer recognition and remembering the benefits of the products from the exposure to both via influencer content encourages the trial or re-trial of the products.

WHAT WE DID

Foodie Tribe worked closely with Sabrosura to select eleven influencers who encapsulated each individual brand’s target audience to work on four campaigns for: Pancho’s Cheese Dip, Pancho’s Squeeze Queso, Pancho’s Game Day, La Morenita and El Viajero Hispanic Heritage Month, and Pancho’s Cheese Dip and Squeeze Queso Holiday. The influencers created a total of 38 pieces of content. 

Each influencer created recipe-focused content with the specifics varying based on the campaign objectives, audiences, and products, but each piece of content shared the theme of a simple and delicious way to incorporate Pancho’s, La Morenita’s, and El Viajero’s products into meals and snacks for any time of day or occasion. These collaborations truly captured the wide variety of uses for Sabrosura products and gave audiences a wide scope of recipes to choose from when incorporating the brands into their meal (or snack!) planning, while pulling in impressive metrics across the board, especially in regards to engagements and engagement rate.

RESULTS

11 Creators

38 Posts

293.13K Impressions

212.82K Reach

25.33K Engagements

8.64% Engagement Rate

Sabrosura Gifted Campaign

THE ASK

Foodie Tribe created a gifted PR box program in exchange for user-generated content ​(UGC) to increase brand awareness and highlight the versatility of ​Pancho's, El Viajero, and La Morenita products. The campaigns sought to engage audiences by showcasing ​various products from all three brands​ across a three-month posting period. These influencers were tasked with developing recipe-focused content, featuring approachable ​ways to incorporate Pancho’s, La Morenita, and El Viajero into everyday meals. These influencer partnerships spotlighted the ​diversity of the ​three brands' ​products while increasing brand visibility.

WHAT WE DID

Foodie Tribe designed and produced branded PR boxes for each of the brands. The influencers’ content focused on showcasing both the contents of the PR boxes and unique recipes made using one or more of Pancho’s, La Morenita, or El Viajero products. The influencers participating in the campaign created a total of 36 pieces of content, including Instagram Reels, Instagram Stories, TIkToks, Facebook Reels, and Pinterest videos. Diversifying the platforms on which the content was posted increased the audiences the brands were exposed to.

This three-part campaign achieved incredible metrics, reflecting steading engagement and impressions with 190.21K impressions and 6.62K engagements. The campaign's engagement rate was almost double the highest end of the industry standard engagement rate at 3.52%. These numbers show the effectiveness of the gifted campaign in raising awareness of Pancho’s, La Morenita, and El Viajero products while showcasing creative ways to incorporate these products into delicious meals.

RESULTS

190.21K Impressions

136.99K Reach

6.62K Engagements

3.52% Engagement Rate

Interested in learning how you can partner with Foodie Tribe and collaborate with our content creators?