Building customer relationships with a cheese-filled event
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
To maximize and leverage the brand’s unique position with the Salvadorean marker, we pitched our client to create an experiential event in honor of the annual “cheese day”. The idea was to bring together everyone who loves Quesos Petacones and offer them a day full of entertainment, music, friends, family and good food that had cheese as the main ingredient. Restaurants would be invited to create a special plate just for the event that featured a Quesos Petacones product.
Work overview
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Key services
We gave the event a unique visual theme that was present on all promotional materials and through the design of the event. We brainstormed ideas for interactive experiences that could be provided during the event and helped with the production and promotion of all the plates the different restaurants prepared.
The haik
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Results
El Festival del Queso has been a great success since its first iteration. In 2024 we successfully helped create the 4th edition of El Festival del Queso, which has seen significant growth in attendance year over year, forcing the brand to look for bigger venues to host this event.
