Reinforcing brand loyalty through nostalgia
Quesos Petacones is an iconic Salvadorean cheese brand. It enjoys a unique brand positioning in that people see it as a piece of El Salvador. When people travel outside of El Salvador, one of the souvenirs they’ll take for their friends and family (or themselves) is a cheese from Quesos Petacones. Yes, we Salvadoreans travel with cheese in our luggage.
About Quesos Petacones
After the pandemic, the cheese industry was hit hard. Supply chain problems caused a steep increase in cheese products. The rise was so significant that people on soical media started to make fun of the cheese brands through memes, showing how rich the owners were getting with the new cheese prices. Quesos Petacones had the biggest price increase and thus requiered the biggest effort to address this issue.
Work overview
Key services
We decided to go back to the brand’s root. Remembering why Quesos Petacones became an iconic Salvadorean brand in the first place; because of their undouted quality and use of fresh ingredients. We created the campaign: “Frescos desde 1935” which focused on nostalgic storytelling to remind the consumer why they have loved Quesos Petacones since the beginning and how to this day all the original ingredients and processes have been kept intact.
The haik
Results
The campaign was well received and well liked.
Criticisms for high prices started to decrease soon after.
