Company: Wholly Guacamole
Campaign: The Guac Stop
Agency mix: Havas Formula (PR) and Havas Street (activation)
Duration: June – August 2017
Budget: Approximately $1 million between PR and experiential
In order to grow its consumer base and brand awareness, Wholly Guacamole embarked on a five-city tour across the U.S. this summer with a pop-up activation known as The Guac Stop.
At each stop of the tour, consumers and media enjoyed a customizable guacamole bar, exclusive giveaways, and daily activities.
The brand and its PR partner, Havas Formula, began strategic planning for The Guac Stop in November 2016.
"Our main goals were to bring to life the ‘live wholly’ brand message, elevate our presence in the marketplace, build brand awareness and educate consumers, facilitate an ongoing emotional connection between consumers and the brand, and drive trial and purchase intent," explained Diana Pusiri, brand manager, Wholly Guacamole at MegaMex Foods.
The brand wanted to create a series of events in key U.S. cities. In terms of national media outreach, the campaign team targeted lifestyle and food media. Regionally, the team looked to reach general news outlets, including newspapers, television, and radio stations, as well as websites and blogs.
Wholly Guacamole created the hashtag #GuacStop to encourage social engagement. The brand also developed a microsite to house campaign content and information on how to visit Guac Stop locations.
On June 1, the brand distributed a national press release to kick-off the campaign and announce the first stop of the tour.
The tour began at Chicago's Navy Pier from June 14-18. Each stop featured a free guacamole bar with more than 12 toppings and a custom guacamole recipe. The Chicago market was treated to a "hot dog guac" recipe that included tomatoes, pickles, yellow peppers, celery salt, onion, and of course, guacamole. The campaign team used the Chicago stop to produce a video that was posted on the microsite.
In addition to the food elements of each tour stop, there were other activities designed to keep visitors engaged.
"The campaign featured a series of lifestyle workshops, including succulent planting workshops, flower crown making, iPhone photo classes, and trendy workout classes, designed to appeal to our millennial female audiences," said Pusiri.
A Twitter-enabled vending machine was also on-site, inviting consumers to tweet from the machine to receive prizes, such as custom T-shirts, water bottles, and socks.
The brand visited Atlanta from June 28-July 2, Philadelphia from July 12-16, Los Angeles from July 27-31, and Seattle from August 9-13.
On social channels, Wholly Guacamole posted short-form video content and visuals captured at each stop to promote engagement and awareness of the campaign.
The campaign also launched a giveaway in July and August which encouraged fans to follow the brand on a social platform and share their favorite food to top with guacamole. Prizes included brand gear and coupons for free products.
To enter: (1) like this post (2) follow our page (3) tell us your favorite food to top your guac with in the comments section below pic.twitter.com/CcF9IS9Gq3— Wholly Guacamole (@eatwholly) August 4, 2017
The Guac Stop campaign landed 33 feature article placements. Notable coverage included Parade.com, Los Angeles Times, Seattle Times, and the Atlanta Journal-Constitution. The brand also secured coverage on food and lifestyle sites like Food Beast and Red Tricycle.
"The coverage really helped drive foot traffic to The Guac Stop in each market," added Pusiri.
The Guac Stop saw more than 260,000 event attendees and distributed 243,096 samples across all cities visited.
The Twitter-enabled vending machine had 4,838 giveaways, meaning consumers on-site tweeted that many times using the #GuacStop hashtag.