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Case studies
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 CMPB: Mexican Hot Chocolate is on Trend |
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Mexican Hot Chocolate has been enjoyed twice daily year-round by Mexicans since Aztec times. GOT MILK? and The California Milk Processor Board (CMPB) aimed to establish it as the crossover “drink del dia” with non-Latino Californians during an end-of-year sales boost to energize cold-weather consumption of milk both at-home and in-cafes statewide.
RLPR created a “Media Guide to Mexican Hot Chocolate Hot Spots” in CA to give reporters and producers places they could try it for themselves. Using in-studio demonstrations with local chefs/café owners and a bilingual b-roll package and ANR, the campaign helped café owners increase walk-in requests of Mexican Hot Chocolate up to 30 percent in each market.
Within eight weeks, the Mexican Hot Chocolate message reached over 75 million Californians through strategic media coverage including national TV stories on CNN, The Food Network and FOX National News. |
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