La Vaquita is a household name for authentic cheese and dairy products in Houston and has been helping bring a unique touch of flavor and tradition to Hispanic cuisine in Texas since 1971.
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S4M reflects on its work for cheese and dairy supplier La Vaquita.

For more than five decades, the brand has been helping define how Hispanic cuisine is enjoyed in Texas with products that bring delicious, authentic flavor to everything they touch – from dishes prepared in home kitchens to chef-crafted culinary creations.

The strategy

La Vaquita’s digital agency Captura Group partnered with S4M to develop an insights-driven campaign using S4M’s drive-to-store platform to reach target consumers, with a dual purpose of increasing brand awareness and driving incremental store visits to supermarkets in the Houston area.

To effectively reach consumers, S4M created a custom mobile campaign targeting relevant audiences with engaging mobile ad units to convert mobile impressions to in-store visits by combining demographic data, location and online behavior. Target consumers were also given a limited-time promotion with an in-store coupon at a well-known grocery chain.

The process

In understanding La Vaquita’s target audience, S4M targeted Hispanic-preferring and bilingual women aged 18 to 49. Within this audience segment, the drive-to-store platform focused on those customers who were within geographic proximity of Houston stores.

Using its Dynamic Catchment Area tool, S4M located consumers within a 15-minute driving time of these locations and delivered branded video ads to their mobile phones. This included a dynamic store locator experience that integrated seamlessly with the user’s mobile maps application, providing directions to the nearest La Vaquita retail location.

The results

La Vaquita’s drive-to-store strategy generated impressive business results for the cheese and dairy brand, with over 90,000 incremental store visits across La Vaquita retailers. This resulted in a $1.30 cost per visit across all retailers and a $0.89 CPV for the co-op’s campaign key retailer.

Ultimately, S4M was able to deliver a significant 72% uplift in visitation compared to organic foot traffic, demonstrating a major return on investment for La Vaquita.

Shares of Saputo Inc. SAP, -0.63% dropped 2.76% to C$33.15 Monday, in what proved to be an all-around negative trading session for the Canadian market.

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