We Are Visual Intro_Dairy

GROU P

GLOBAL INDEPENDENT

MINORITY-OWNED

About US

100 people in 5 continents, immersed in the nuances of each marketplace.

Mexico City

Miami

Atlanta

Madrid

Bogotá

Santiago

Buenos Aires

Adapting and evolving as the needs of shoppers and brands change around us.

Johannesburg

Dubai

WHAT WE DO

We convert shoppers into buyers using an omnichannel approach, considering all touchpoints of the commerce experience and using the appropriate message, medium and technology to reach them.

GET TO KNOW US

Founded in 1986 in Mexico Supporting

Notable client partners

Our Capabilities

End-to-end Integrated Campaigns

Physical + Digital + Social

Customer Strategy and Marketing

Content Production

∙ US Hispanic Marketing

Ecommerce Strategy and Digital Planning

Customer Journey Analysis

Industry research / Benchmarking

∙

On + Offline Brand Experiences

Digital Integration

Retail Experience Design

Content Production

EXPERIENTIAL PROMOTIONS

Transactional Ideas

Customer Implementation

Social Integration

Content Production

DESIGN & INNOVATION

Emerging Technology

Visual Identity System

Packaging & Structural Design

Content Production

RETAIL MEDIA

Strategy, Optimization, Implementation and Management for Media Campaigns for Retailers

PRODUCTS & PLATFORMS

∙ Web responsive and native applications

UX / UI Development

CRM and Loyalty

Content Strategy and Optimization

Auditing, Insights, and Performance Optimization

CONTENT

∙ Content Strategy and Optimization

Media and Content Distribution

Digital Paid Media

Data Analytics

Performance Campaigns and Branded Content

La Morenita Hispanic foods brand

WHY

In 2022, we were tasked with elevating brand awareness and launching social media for Hispanic dairy foods brand La Morenita .

Tasks included:

SOCIAL MEDIA LAUNCH

• Launch La Morenita brand on social

• Develop brand voice and positioning

• Produce library of product and occasion-based social assets

COMMUNITY MANAGEMENT

• Manage content creation and execution

• Identify and manage relevant micro-influencer relationships

• Collaborate on original content that builds a community in social

WEBSITE LAUNCH

• Design and develop a consumer-facing brand site, and a new corporate site for company stakeholders

Hispanic Grandmas

The fountain of culture

Mostly Unacculturated / Spanish Speakers

Hispanic Moms

The purveyors of culture

Semi Acculturated / Mostly Billingual Speakers

Hispanic Y.A & Teens

The voice of culture

Acculturated / Billingual Speakers

Our social strategy is to use Instagram to become a platform for Hispanic consumers to share, inspire and celebrate their love for traditional food with one another.

The approach: Step 1

Define the handle, name, and aesthetic Step 2

Create content and introduce the brand Step 3

Deploy content and recruit followers

Step 4

Partner with suitable creators for UGC

HOW

We built an ownable concept to use as the foundation for all brand communications: “Cocina with Love”

Creating an online hub where consumers can be active participants in the brand’s story

Leveraging promotional product content to drive recognition and appetite appeal

Celebrating the cultural dishes and recipes that honor Hispanic traditions throughout the year.

Gathering real stories from Hispanic consumers to create a library of content to feature, so they truly feel like “familia”

Bridging the gap between generations by offering recipe inspiration on how to use La Morenita products in traditional and modern ways.

HOW

And hand-picked female creators who could share in and spread the brand’s story to build a community.

Reel Plays/Views: 52.3K Accounts reached: 47.7K

Partnering with Hispanic micro-influencers to develop recipes and recruit followers from their established audiences through Collaboration.

Forming genuine relationships with already-loyal fans of the brand and sharing their organic content.

SOCIAL RESULTS

Deploying relatable and authentic campaigns grows engagement and increases followers.

Our Instagram influencer campaigns resulted in:

∙ Accounts reached: 342K

∙ Reel Plays/Views: 337K

∙ Total Engagements: 15K

In just two days, our holiday giveaway campaign resulted in:

∙ 86055.6% increase in accounts engaged

∙ 23616.7% increase in total engagements

∙ 1276% increase in followership

HOW

We launched the brand’s first website to drive awareness and provide guidance in product usage and a tool to easily track where to find the product closest to you.

Pancho’s Cheese Dip Omnichannel Brand Experience

WHY

We needed to increase brand awareness and trial for Pancho’s Cheese Dip through an omnichannel activation plan. Our goal: to support the journey to become the #1 refrigerated queso dip brand as Pancho’s expanded distribution across the U.S.

WHAT

We built a strategic approach for the brand leveraging their new brand identity and positioning. Our responsibilities included:

• Social media strategy

• Content production

• Community management

• Content creator management

· Shopper strategy

• Retailer execution toolkit

• E-commerce optimization

· Website creation

HOW

• Shaking things up on social

• Developing custom solutions for retail partners and deploying trial-driving activations

• Optimizing e-commerce and launching a new website

SHAKING THINGS UP ON SOCIAL

Activated tactics to get community more engaged and open the dialogue for feedback.

Regular announcements of new retailer distributions, driving social users to their local store for purchase.

Created an iconic brand persona and shifted communications tone to match.

Initiated social listening and responsive community management.

Explored and measured different content types to understand what resonated.

Partnered and managed micro-influencers to reach new audiences with organic content.

DEVELOPING CUSTOM SOLUTIONS FOR RETAIL PARTNERS

OPTIMIZING E-COMMERCE

Project Heritage

WHY

The Hispanic segment is the largest group in California. Hispanic retailers have four major areas within their stores that represent an opportunity to connect with shoppers in a culturally relevant way through messaging: Meat, Bakery, Produce, Deli. However, there is no targeted occasion-based portfolio messaging available to activate.

WHAT

Develop an evergreen platform that will support retailers in activating priority areas of their stores, aiming to drive frequency and affinity for multiple brands with Hispanic shoppers.

HOW

We conducted regional market visits and spoke to owners of Hispanic stores to firsthand understand the challenges and opportunities. Taking these learnings, we proposed a creative concept and key messages to apply in each POI. After leading a photo shoot with multicultural talent and food, we developed POS and merchandising based on authentic meals rituals, to activate throughout the path to purchase.

CONNECTION

The platform needs to create culturally relevant, connections, consistent across all food destinations in-store, all drinking moments and most importantly, all pulse periods –local and national.

ADDED VALUE

Be a part of shoppers’ food solutions to keep their loved-ones together and their traditions alive

Strategic Pillars guided our execution plan

TOGETHERNESS COMMERCIAL EDGE

The communication and initiatives should lead to enabling and enhancing moments of togetherness that our shoppers are always looking forward to.

The plan should provide support for the portfolio brands –collectively and individually– focusing on retailers’ opportunities and priorities.

First, we had to walk the marketplace to understand each retailer’s needs and opportunities for activation

4

We identified where to activate, understanding the shopper's mindset + motivations

MEAT DELI PRODUCE BAKERY

KEY OCCASION SPECIAL MEALS KEY OCCASION READY TO SERVE

“Looking to enjoy quality cuts and quality time with friends and family”

•Socialize & relax

•Please everyone

•Entertain

“Looking for ready-made, prepared food to eat soon–at home– or here at the store.”

•Short cut meals

•Authentic flavors that feel “home made”

KEY OCCASION EVERYDAY FRESH MEALS

“Looking for fresh, authentic ingredients to cook at home”

•Unique ethnic items

•Good for me, make me feel good

•Cooking from scratch

KEY OCCASION BREAKFAST & SNACK

“Looking to grab a treat”

•Taste

•Treat

•Connection with roots

And developed an occasion-based concept for mealtime:

MEAT KEY OCCASION SPECIAL MEALS

ESTAR JUNTOS ES DELICIOSO

BEING TOGETHER TASTES GREAT

DELI KEY OCCASION READY TO SERVE

PONERLE NUESTRO TOQUE ES DELICIOSO

TOPPING IT WITH “US” TASTES GREAT

“Compartir es delicioso”

SHARING TASTES GREAT

BAKERY KEY OCCASION BREAKFAST & SNACK

DESPERTAR SONRISAS ES DELICIOSO

AWAKENING SMILES TASTES GREAT

We produced a photo shoot to capture the essence of each occasion

PRODUCE KEY OCCASION EVERYDAY FRESH MEALS

DARLE COLOR A CADA DÍA ES DELICIOSO

ADDING A FRESH TAKE TASTES GREAT

Multicultural, Design & Experience

PRODUCE BAKERY

Mul t icul tu ral, D esi g n & E xp er i en ce

Dis p lay co n ce pts we re i nspi re d by the r i tu alisti c mealt i me b ehavi o rs

o f o u r sh op pe rs

We bring a taste of heritage to the stores using disr uptive POS and modular displays, leveraging brand new photography