These days, stopping the scroll takes more than just an attention grabbing intro or worthwhile hook. Having an online social presence as CPG brand means you must be willing to

Weirdvertise

In revising Jose Ole’s refreshed social approach, we abandoned traditional aesthetic, approachable, and pretty social concepts, in exchange for gaining attention through totally unhinged low budget content. After extensive competitor and CPG industry research, we chose to completely shift away from staged and stylized shoots and instead leaned into saying yes to questionable concepts and quickly jumped on chronically online inside jokes. We created content that probably shouldn’t have worked but absolutely did - thus stopping the infinite scroll and gaining us attention, engagement and brand partnerships along the way.

before: after:

absurdity is the new authenticity

Content we’ve tapped into includes:

Niche memes

Inside jokes from TikTok
“Stop The Scroll” unhinged content
Quick and funny graphics
Food first content
Unexpected product location
Chaos Editing
Really really weird recipes
Reels, carousels, single image posts
Participating in pop culture topics
Jumping on memes ASAP
Using trending sounds
Recreating trends/recipes
Low budget content

Currently, the more unpolished a piece of content looks, the more it reads as authentic to your audience. Customers these days assume that all brands have an unlimited marketing budget and have become numb to delicately styled content. The ROI on a low budget :15 second video with references to internet culture, is worth WAY MORE when compared to a drawn out mini commercial with a forced script, masquerading as a piece of content you want customers to engage with.

weirdvertising & being unhinged online is normal now.

and being weird worked!

In a first for the brand’s history - we decided to amplify the launch of our Premium Taquito line with an epic giveaway.

We reached out to several air fryer companies but landed on Ninja and begun to establish a relationship for future collaboration. The contest yielded amazing results and a huge participation from not only our organic audience but new potential customers through paid social efforts. Though we weren't able to do a shared in feed collaboration with Ninja for this, they did share it in their email marketing and with their Instagram audience of over 1M followers.

The highest engaging giveaway for the brand included:

1.6M views
13.3k interactions
7.2k likes
4k comments
1.5k sends
576 saves

brand partnerships

The Big Game

You can’t watch the biggest game of the year without a table of comforting, fun, and delicious favorites. Our mission was to remind people to stock up on frozen fan favorites like our best selling taquitos and mini tacos, through the use of social campaigns, paid social, and influencer partnerships.

A First For the Brand: Launching PR Kits for Select Influencers

Another first for the brand included sending out influencer kits to help drum up attention and brand awareness for Jose Ole. From conception to completion, these kits were a strategic labor of love that resulted in over 30 send outs to influencers all over the country with a wide array of audiences. With a set budget, a clear goal, and a kit featuring tasty taquitos packed into the cutest customizable Igloo cooler - we couldn’t lose!

And we didn’t - the campaign resulted in over 250k views and over half of the gratis send outs resulted in worthwhile branded content and new relationships with influencers we tapped as well as attention from other content creators on both TikTok and Instagram.