Although it has a premium price, Mazola corn oil is the market leader with over 50% share of market due mainly to a clear, consistent brand positioning.

Mazola corn oil's unique selling proposition is that it is "Heart Healthy" because it contains higher amounts of plant sterols vs. other edible oils. Plant sterols are a component found in vegetables and fruits that can block bad cholesterol from entering the bloodstream, reducing heart disease.

To reinforce this "Heart Healthy" positioning, the brand launches a campaign every year during February, which is "American Heart Month", a month dedicated to raising heart health awareness.

February 2019 was no different. Our objective was to develop a brand activation at the point of purchase that would help increase Mazola's "Healthiest Oil Brand" perception significantly vs. the previous year's effort.

February, in addition to being American Heart Month, is also Valentine's month, a time when people express their love with gifts.

Traditionally, people express their love during Valentines with candy. To reinforce its "Heart Healthy" positioning, Mazola decided to give people a more wholesome alternative, a way to express their love with vegetables.

In supermarkets throughout Puerto Rico, we created installations where people could select and print wholesome, edible Valentine's cards, using fresh vegetables and Mazola Heart Healthy Corn Oil. They were printed in real time using 3D food printers.

Through research, we learned that mothers with children were the decision-makers when choosing ingredients to prepare their family meals.

Data also told us they cared about their family's well-being and they try to make healthy meal choices whenever possible. But it is a challenge for them to convince their families to eat vegetables, with vegetable consumption in the Puerto Rico being below the U.S. average.

With these insights, we developed an approach to engage our target – Women 25+, with families – by providing them with a fun, heart warming, way to share the benefits of eating vegetables and Mazola Corn Oil with their loved ones.

We commissioned chefs from the top culinary school in Puerto Rico to develop an exclusive recipe for our edible Valentine's Cards. It contained wholesome ingredients like peas, sweet potato, turmeric and Mazola corn oil. This blend was placed in 3D food printers, which printed the mixture onto 5-inch x 5-inch crackers.

During February, we launched installations with our 3D food printers in supermarkets where customers could choose from five different "Heart Card" designs and have them printed in real time.

We visited five out of the six top supermarket chains across Puerto Rico and activations were located in the produce department, a nontraditional display area for the category, which allowed us to reach consumers as soon as they entered the store.

According to the client’s tracking research data, our results surpassed the objectives.

Healthiest Edible Oil perception grew to 50% from 39% in 2018 (14pp increase vs PY). In the Preferred Edible Oil Brand metric, Mazola grew to 50% from 40% in 2018. Total brand awareness achieved 77%, a 7pp increase vs 2018.

February sales grew +9% versus the same month in 2018.

The program was in the news in Puerto Rico during the whole month achieving a 900% ROI vs our allocated budget to public relations. Also, media coverage grew 13% vs 2018.