La Fiesta

To launch the new range, an integrated social and PR campaign, supported by an online influencer engagement programme, was integral to reach La Fiesta’s core target audience of Gen Z and Millennials. Throughout the campaign we positioned La Fiesta as the perfect tipple for those heading to a picnic in the park, a post-lockdown birthday event or BBQ with friends or family in the heatwave.

To engage with consumer media and generate press coverage opportunities, we conducted a media gifting programme, inviting journalists from target publications to taste the new products and generate first-person reviews for the brand. This was supported by trade media outreach to raise brand awareness and engage with potential retail partners, and competition placement to drive trial and consideration of the new range.

We also developed a wide-reaching organic influencer campaign that provided on-brand influencers with ‘Take the party home’ content kits as well as gifted bottles of La Fiesta. The creative mailers provided relevant influencers with all the tools they needed to create their own social media content celebrating life’s little moments, showcasing La Fiesta’s brand messaging in an impactful and engaging way.

Added to this was a social media programme focused on building the La Fiesta Instagram channel, which was achieved via a two-pronged approach. This involved the creation of a social content strategy that would attract new followers and drive consumer engagement, supported by a paid boosted strategy that ensured the content was seen by audiences that would engage with the content and follow the brand.