Santa Maria

TACO TAJM!

To get more people to eat Tex Mex from Santa Maria on Fridays, we needed to bring something new to the table. Literally. Taco Tajm! is the board game that gave people an actual reason to eat tacos together – while also adding an unexpected value to Friday nights.
Tacos bring people together. We utilized that social glue and created a new reason for people to join in on Taco Fridays. It's game time. It's Taco Tajm!

CHALLENGE

Get more people to consider eating Santa Maria tacos on a Friday

Santa Maria wants to own the occasion of Taco Friday. Even though tacos is a loved dish in Sweden, people are not eating it to the extent Santa Maria wishes. Not even on Fridays! To get more people to consider eating tacos on a Friday, and to choose Santa Maria on the shelf, we needed to curate an extra value to our target audience.

APPROACH

Give people a (new) reason to join in on Taco Fridays

The fun and vivid meal concept of tacos is more than just a dinner – it’s a social glue. Our research showed that on Fridays, people want to spend more quality time with friends and family. What if Santa Maria could function as that glue; creating a new reason for people to join in on Taco Fridays with friends and family?

SOLUTION

Taking a stand for funnier and more social dinners. With taco tajm!

With Taco Tajm!, we invited people to join in on taco dinners a new way, making the dinners longer and more fun. Did people join in on this new way of socializing through tacos? They sure did. The games flew of the shelves and over 45 000 games were distributed. 2 228 of these were digitally registered receipt uploaded to the campaign site. The sender recall was at an all time high with 76% attributing the campaign to Santa Maria (bench för FMCG brand are 61%).

45 000

Games distributed

42%

Took action from the campaign (benchmark: 30%)

76%

All-time high sender recall (benchmark 61%)