In the past Tostitos in Mexico has had a big strategy around OOH consumption through street vendorships called: Tosticentros, places where people can buy Tostitos and add different type of salsas and ingredients. And for a long time it worked. But, the brief was to boost In home consumption, demonstrating that anyone could personalize their own way to eat their Tostitos.

But we knew that grabbing the attention of the consumers and show them different preparations with ingredients they could find in their homes wasn't enough, we wanted to have a bigger and bolder objective, so we found a tension that sparked a territory we never touched before: Food Waste.

For the first time we had the opportunity to push consumption of the product with a purpose bigger that the product, reduce food waste in mexican kitchens, that represents 60% of the total food waste in Mexico.

And... 100% digital.

Ig Reels in Mexico is completely filled with content about food. You can find millions of recipes, thousands of places to eat and of course, hundreds of content creators involved in this culinary digital culture. But, none of them were talking and making conscious the importance of that food that goes to waste.

We gathered the best culinary content creators in the country and created an online competition show between them called "Show Tostitos: Unwasted recipes edition", therefore by showing people delicious food preparations with those leftovers forgotten in the fridge we would not also spark the brands in-home cosumption but also leverage food waste at home.

¿The jury? Three customers chosen randomly from our followers.

We analized the mass of content creators with different profiles and communities, and we tried to make the competition inclusive, positive and of course diverse in terms of followers.

We ended up with eight creators among those who where top chefs as @ChefGus, munchies experts as the @MonksofMunch, culinary talents as @Comecomosars and even experimental chefs such as @Chef Schwars.

Having them helped us amplifying the impact of the message organically and of course, creating a competition between them would be enganging for their communities and general public. And we are proud to say that it was a culinary content dream come true for the influencers.

On the brands side, this would really help to spark the in-home consumption over other snacks and would invite people to continue exploring new ways and flavors for their Tostitos.

We launched the culinary show on IgReels and re-directed the communities of every content creator right to the brand channels, and viceversa. 7 chapters where the content creators picked their ingredients and leftovers to create a new recipe to impress our judges. Only 1 winner.

Week after week we saw the creativity of each competitor, new recipes born and above all, a lot of rivalry in the comments and big expectation for each confrontation.

Organically, the influencers were inviting their communities to give them ideas for the preparations, to follow them during the show and of course to make conscious the importance of not wasting food at home.

During the show the influencers streamed live with their followers, telling them how nervous they were or talking about their rival. This really took the engagement results to a level the brand had never seen before.

The brand grew in all the indicators that were requested and had as kpi of the initiative: IH penetration +9.6pp / Sales growth versus previous year +26%

We also had +3M organic reach, a positive sentiment of 93%, +300,000 interactions and +4,300 followers in the campaign period. In addition, all the influencers also grew in number of followers and reach of their content, so the idea not only helped meet the brand's objectives but also added to the engagement and recognition of the chefs and Mexican gastronomy.

The UGC has been growing since the implementation of this new in-home preparations, and we've now been tagged and used in +7k personalized recipes on social media resulting in approximately +that 5 tons less food wasted.

And one of the most important part is that after the show, a lot of content creators have postulated themselves organically to be in the next season.