Although the food pairing it is a branch of gastronomy that combines foods, based on their chemical composition to achieve a better explosion of flavor, it can also offer a lot to marketing. Sabritas and Isla know this, and that is why they relied on her to create this advertising campaign.
It was eight months of work, says Mariano Serkin, the agency’s chief strategy officer. “To demonstrate this association of the Sabritas potatoes with lunches, we first had to capture the attention of the millennials. And for that, we had to make the campaign connect emotionally with them, so we bet on humor and created a musical comedy, where sandwiches and cakes are the protagonists”, he explains.
Salvador Padrón, senior director of marketing for Sabritas, reveals that they had already worked with a marketing strategy food pairing, although not as frontally as on this occasion. In less than a month, the audiovisual material had more than 40 million views, but the trigger was not only to present the combination of French fries with sandwiches, but also the mix of elements and formats that are attractive to new generations, such as It’s the music and the video.
The power of audiovisual
Data from the firm TechSmith indicate that 67% of people understand information better when it is communicated visually. In particular, millennials have greater acceptance for this type of format, including generations such as centennialsthey accept this type of content in a good way.
In accordance with Verónica Córdova, regional director of Solutions Consulting for Latin America at Medallia, a customer experience management firm, the value of video technology lies in its digital analysis techniques and in the automation of information on platforms such as Tik Tok that it has 27.6 million monthly users in Mexico, according to Hootsuite.
From her trench, the expert has observed that there is more and more information embedded in the videos; Useful elements not only to show in advertising campaigns aimed at new generations, but also for market research carried out by marketers.
“Adding video in market studies allows extracting six times more data than what would be obtained from open text responses,” Córdova mentions, “which becomes relevant when YouTube reached more than 56 million adult Mexican users.”
Until now, brand and agency researchers have spent billions of dollars in an effort to discover consumer wants and demand within markets.
Focus groups, ethnography, surveys and in-depth interviews are the methods by which this research has traditionally been carried out, much of which requires travel and face-to-face interaction.
However, “the analysis of emotions and sentiments through video allows brands to understand how consumers feel about specific topics and quantify the data to draw broader conclusions,” explains the spokeswoman.
In the case of the Sabritas campaign, Serkin reveals that once they identified the consumption trend among millennials, did not hesitate to bet on an audiovisual medium with a wide viral margin. They also reviewed which were the songs most listened to and known by young people, but which could be in line with the message of the ad. “Something undeniable today is that all challenges from platforms like TikTok, have a musical and visual component. We couldn’t get to the millennials otherwise,” he concludes.