Fiesta Spaghetti: The recipe to serving up more joy

Leo Celles

Food brand Fiesta used a multichannel campaign to promote its P59 Spaghettipid pack to maintain its market-leading position in the pasta and sauce market in the Philippines.

Campaign details

Brand: FiestaBrand owner: RFMLead agency: Ace Saatchi & Saatchi Country: PhilippinesIndustries: Sauces, seasonings, condimentsMedia channels: Point-of-purchase, in-store, Radio, Sponsorship - media, TelevisionBudget: 1 - 3 million

Executive summary

How do you inspire low-income mums in the Philippines with the joy of serving their kids spaghetti if they find it too costly and difficult to prepare? This is the story of how Fiesta successfully did that.

By end of 2015, Fiesta's leadership in the total pasta and sauce market was being threatened by Del Monte, a...

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