Fruco: The Tomatina

Fruco Ketchup used gaming to connect with the millennial consumer segment in Columbia.

Campaign details

Brand: Unilever / FrucoAgency: InitiativeRegion: LATAM

Objectives

The goal for Fruco Ketchup was for consumers to increase brand use, differentiating us from the naturalness of flavour. Fruco is the most beloved and the most preferred ketchup sauces, however the brand had always addressed its communication to housewives and in order to increase the use and penetration of the brand it should make an impact on new audiences such as millennials.

Target audience

Millennials are a generation of young people born at the same time as the digital culture and have grown alongside the...

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