Sabritas, the number 1 snack in Mexico, was facing a misperception barrier from consumers, who questioned the naturalness of the product. We created “The fourth Ingredient” creative platform, to highlight the natural origins of the product and humanize the brand, celebrating the men and women who work at the fields behind every bag of snacks. This was brought to life in executions that claimed that “Sabritas are made with potatoes, oil, salt and the best we have: our people”.

Brief:

Build consistency around “The fourth ingredient” platform, creating content in collaboration with Discovery Channel and developing the first traceability activation for consumers to know the origins and hands behind every bag od Sabritas.

Objectives:

Strengthen credibility and brand’s core values of honesty and responsibility, reinforcing the naturalness of the product and celebrating the stories of the people behind every bag.

Sabritas is the biggest brand of snacks in Mexico and truly loved by its consumers, but only 18% knew about the naturalness of its ingredients, and even less about the positive impact it has on the workforce of the Mexican countryside. “Sabritas chips are made with potato, oil, salt, and the best we have: our people”, claim the different executions of Sabritas’ Fourth Ingredient platform. A creative idea that allowed the brand to demonstrate the quality of its natural ingredients, while bringing light to the quality of its core values, telling the stories behind each bag, delivering holistic content across media.

This creative platform revealed a new and relevant storyline for Sabritas, that helped communicate its attributes of naturalness while humanizing the brand and strengthening its connection with Mexican consumers. In time, “The fourth ingredient” evolved from a storyteller to a storydoer creative platform.

Our objective was to tell consumers that Sabritas are made with potatoes, oil, and salt. However, we saw an opportunity to deliver a deeper message, one that really resonated amongst our consumers. Considering Sabritas’ potatoes production is the biggest in the country and it provides more than 40.000 jobs in the Mexican fields, having a positive impact in the communities and on the planet.

The strategy was to evoke a feeling of national pride in every Mexican. Not only changing their misperceptions, but also giving them relevant information of the impact Sabritas has in their country, celebrating our 4th ingredient.

To really build on our credibility, we partnered with Discovery Channel, the most relevant broadcast channel to deepen and amplify our message, and we developed a first of a kind traceability activation for consumers to have information of origins and workforce, literally in their hands.

Sabritas’ positive impact on the country’s economy and communities was widely publicized through mentions in traditional media.

- Ad Equivalency usd: +1.2M

- Total reach: +122M

Naturalness Campaign beats CBI score across Sabritas evaluations, while improving CSI score vs other executions.

- Overall Creative Sales Impact: 83%

- Overall Creative Brand Impact: 92%

Exceptional results for 2022 campaign ft Discovery Channel

- Highest historic brand’s engagement rate since 2020 (37%): +34pp above PMD and Sabritas’ brand average. +15pp vs YAG (22%)

- 100MM views: total view rate +10pp above Sabritas’ brand average.

- 153MM of impressions: +32% above plan.

- 6 points of NPS with 37% of positive sentiment: +1pp above brand’s average.

- #3 most viewed Pepsico Mexico Foods 2022 campaign: and most viewed campaign for the brand.

Traceability activation’s outstanding performance vs 2021’s version:

- +599% growth

- + 11% average of daily consultations.

- +19s average time