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WHAT I DID

You were about to ask “What did you do?” So I made you a checklist. 

OBJECTIVE

Create a buzz-worthy, experiential campaign to celebrate National Guacamole Day, now forever etched in my brain as September 16th, increasing brand visibility and driving consumer engagement in a competitive market.

CHALLENGE

Wholly Guacamole needed to stand out in the crowded dip category by creating a memorable, playful campaign that reinforced its position as a fun, approachable, and delicious brand.

INSIGHT

Interactive and quirky public events generate strong consumer and media interest, especially when paired with humor and relatable themes. Positioning guacamole as something worth celebrating (and defending) could resonate with food lovers and create an emotional connection.

OPPORTUNITY

Leverage National Guacamole Day to host a playful and engaging public event that aligns with Wholly Guacamole’s brand personality, increasing awareness and fostering consumer loyalty.

SOLUTION

  1. Protest-Themed Activation
    • Organized a lighthearted “Pro-Guac Protest” in Union Square, NYC, where brand ambassadors carried humorous protest signs with slogans like:
      • “We Won’t Be Berated, We’re Monounsaturated!”
      • “Holy Moly, Eat More Guac!”
    • Protesters engaged passersby with chants celebrating guacamole, drawing a crowd and creating an atmosphere of excitement.
  2. Guacamole Mobile
    • Introduced a branded food truck, the “Guacamole Mobile,” which distributed free samples of Wholly Guacamole in creative pairings (e.g., tortilla chips, veggies, tacos).
    • The truck also featured interactive elements like photo opportunities and trivia games about avocados and guacamole.
  3. Social Media Integration
    • Encouraged attendees to share their protest photos and videos with a custom hashtag.
    • Created a “Guac-a-Day Giveaway” where social media participants could win free Wholly Guacamole products by sharing their love for guac.
  4. Guac Pledge Wall
    • Set up a pledge wall where attendees could write why they love guacamole, creating a visual and interactive element that encouraged deeper engagement.
  5. Retail Tie-In
    • Distributed coupons for Wholly Guacamole products to event attendees to drive retail purchases post-event

RESULTS

  • Increased Foot Traffic: The event drew hundreds of participants and passersby, generating a lively buzz in Union Square.
  • Social Media Engagement: The campaign hashtag gained significant traction, with thousands of user-generated posts amplifying the event’s reach.
  • Brand Awareness: Garnered local and national media coverage, reinforcing Wholly Guacamole’s playful and approachable brand image.
  • Sales Growth: Post-event sales of Wholly Guacamole products saw a measurable increase in areas where the campaign took place.

TAKEAWAY

By turning National Guacamole Day into a playful public celebration, Wholly Guacamole successfully engaged consumers, boosted brand visibility, and reinforced its reputation as the fun and flavorful choice in the dip category.

WORK