We turned the polenta packs into Polenta’s own promotional campaign at the POS, developing 4 different packages sending different messages that aimed to reconnect the customers and polenta. Each package appealed to a different necessity and made the mothers interact directly with the campaign at the moment of purchase. This way each package was a key promotional element for the campaign, attracting new consumers right at the POS.

Our execution connected a popular saying directly to the product, based on its nutritional qualities (highly nutritious and high-in-proteins) and also associated polenta to a positive concept: in the local slang “polenta” is a synonym for “strength”; i.e.: when someone is weak, they lack “polenta”.

We created a new concept for Prestopronta Polenta: Strength for when you need strength. The idea gave us the opportunity to intervene the packs, taking the brand out of the packaging and replacing it with phrases that connected to different needs of our consumers:

• POLENTA (STRENGTH) TO FORGIVE

• POLENTA TO SAY I LOVE YOU

• POLENTA TO TELL THE TRUTH

During the World Cup, there was also “POLENTA TO SUPPORT THE TEAM”.

The activation took place at every POS of Prestopronta in Argentina. The campaign was launched on the June 1st 2014, and is still running according to the original plan.

As a result of our campaign, the emotional link between polenta and its consumers was reestablished and that was reflected on Prestopronta’s results as a brand:

• Market share growth of 77%

• Increase in sales of 20% vs. the previous year

• The production of 13.000.000 campaign packs