NESTLÉ LA LECHERA
Nestlé La Lechera is my baby. Since the very first moment I started working for Nestlé Global Foods brands I knew La Lechera would be "my brand." The foundation for my affection of the brand stems from growing up with it, but I also noticed and believe that it does not have the notoriety it deserves in the US market. I love a good challenge and I'm very proud to be part of the main transformation this brand saw in the US market. In collaboration with the marketing team, I helped facilitate the rebranding of the La Lechera brand with an updated, 21st century communication style.
UNITED WITH DDL campaign
Type In Store
Season Dulce de Leche month - September 2017
Promo Product La Lechera Dulce de Leche (Squeeze bottle and can)
Strategy Make general market clients discover Dulce de Leche flavor by in. store sampling, and inspire consumers with new Dulce de Leche recipes.
Communication United with Dulce de Leche; Family and traditional recipes with a northamerican twist.
Assets Recipe Cards, Discount Coupons, Posters, Sampling Cart Signage.
Style Keys Appetite appeal combined with family moments.
SUMMER INSPIRATION campaign
Type In Store and Digital Campaign
Season Summer 2016 (repeat 2017)
Promo Product La Lechera Squeezers
Strategy Position La Lechera Squeezers by the fruit areas, and cross sell them with seasonal fruit.
Communication Get inspired with La Lechera fruit recipes or just squeezer + fruit.
Assets Recipe Posters, Barrel wrappers, discount coupons, Basewraps and shelf danglers
Style Keys Fresh and summer colors, lifestyle recipe photography, easy to prepare and the most important appetite appealing.
360 DIGITAL CONTENT
Type Digital Campaign
Season Ongoing
Promo Product La Lechera Portfolio
Strategy Position La Lechera in Social Media as one of the main hispanic cooking brands.
Communication Bring modern recipe ideas based on the traditional ones
Assets Imagery
Style Keys Fresh and modern aesthetics
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scm campaign
Type In Store
Promo Product La Lechera Sweetened Condensed Milk
Strategy Make general market clients discover Sweetened Condensed Milk by in store sampling, and inspire consumers with new Sweetened Condensed Milk recipes.
Communication Bake it with La Lechera
Assets Recipe Cards, Discount Coupons, Posters, Sampling Cart Signage.
Style Keys Appetite appeal combined with family moments.
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