Client:
La Vaquita
Country:
USA
Task:
Brand Activation
Promote a hispanic traditional product in the U.S. market
La Vaquita OOH was developed to invite non-users to try a very traditional style of crumbled cheese for a target that wishes to explore new flavors.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
The Challenge: Expanding a Traditional Brand's Reach
The main challenge was to help La Vaquita, a traditional Hispanic cheese brand, expand its market beyond its core demographic. The goal was to introduce their signature crumbled cheese to a broader U.S. audience through a strategic campaign that would appeal to new consumers while honoring the brand's cultural heritage.
The Solution: A Culturally-Driven Out-of-Home Campaign
We developed a targeted out-of-home advertising campaign that emphasized three key elements: flavor, culture, and curiosity. The creative was designed to highlight the authentic taste of the product and its cultural roots in a way that would pique the interest of a diverse, mainstream audience, making the brand feel both familiar and exciting.
The Results: Increased Brand Awareness
The out-of-home campaign successfully helped La Vaquita reach a broader consumer base in the U.S. By creating a compelling message that balanced tradition with a fresh perspective, the campaign effectively introduced the heritage brand to new audiences, stimulating curiosity and increasing brand recognition beyond its traditional market.
Taking a Hispanic Heritage Brand Beyond Its Core Audience
La Vaquita’s out-of-home campaign demonstrates how a culturally established brand can introduce a traditional product to shoppers who may not already know it. The campaign retained the credibility of the brand’s Hispanic cheese heritage while using flavor, curiosity and clear product communication to make crumbled cheese approachable to a broader U.S. audience.
This is an example of cross-cultural adoption: heritage remains a source of authenticity, but new consumers also need to understand what the product is, what it tastes like and how it fits into familiar meals. Our guide to U.S. Hispanic market segmentation examines how origin, product familiarity, generation and shopping behavior can shape those communication decisions.
The campaign also shows why Hispanic branding should extend consistently from package to shelf, street and screen. Explore Imaginity’s approach to Hispanic branding and packaging design in the U.S. and our broader brand activation capabilities.
The campaign connects directly with the brand’s product experience. See the related La Vaquita shredded Oaxaca and Quesadilla cheese packaging project, which communicates convenience while preserving the brand’s familiar cultural identity.
Related La Vaquita work includes shredded Oaxaca and Quesadilla cheese packaging design for the U.S. retail market and a U.S. brand activation campaign. Together, these projects show how packaging and communication can preserve cultural familiarity while adapting the message to different consumer and channel contexts.
Connecting Out-of-Home Communication with the Shopper Journey
Out-of-home communication can introduce a product and create curiosity, but the shopper’s experience continues when they encounter the brand in a store or online. The promise made in the campaign should connect directly with the package shoppers need to recognize, the product information they need to understand and the retail cues that guide them toward purchase.
For La Vaquita, this means using flavor, heritage and appetite appeal consistently across the campaign and the product experience. The key visual should make the crumbled cheese inviting to consumers who may not already know it, while retaining the brand assets familiar to existing shoppers. Explore Imaginity’s approach to key visual design.
The campaign idea can also extend into in-store marketing, retailer content and digital store communication. Each channel has a different role: outdoor media creates awareness, the retail environment supports recognition and comparison, and the package delivers the final product story.
That continuity is visible in La Vaquita’s shredded Oaxaca and Quesadilla cheese packaging, where cultural familiarity is combined with convenience and clear U.S. retail communication.
Imaginity is a global brand activation agency specializing in consumer packaged goods (CPG), partnering with food and cheese and dairy brands to create culturally relevant campaigns for the U.S. market. For La Vaquita, our agency developed an out-of-home campaign that introduced its traditional crumbled cheese to new consumers while respecting the brand’s Hispanic heritage. Combining campaign strategy, key visual design, and visual storytelling, the activation communicated authentic flavor, encouraged product trial, and expanded brand recognition among diverse audiences. This project reflects our experience connecting heritage brands with multicultural consumers across our brand activation portfolio.
