- Client
- Framfoods
- Category
- Food & Beverage
- Year
- 2025
- Market
- Mexico
El desafío
MAKING SALMON MAINSTREAM
Drive penetration for salmon as a daily alternative to poultry and beef in traditional Mexican cuisine. Salmon naturally fits the local palate but carries a heavy "premium price" stigma. The strategic window: Lent, driving a massive seasonal surge in seafood consumption. The goal was to reposition salmon as a nutritious, delicious, and easy-to-prep powerhouse (rich in Omega-3 and lean protein), while cementing Walmart Express as the ultimate retail destination for premium quality at an unbeatable value.
HEAD AND HEART: THE SMART PROTEIN CHOICE
We built a narrative around cognitive and cardiovascular health, hitting the category's top three purchase drivers dead on: nutritional density, superior taste, and accessible price points. We brought the campaign to life on the shop floor with a massive POS rollout across Walmart and Walmart Express, driving engagement through recurring in-store master classes and high-conversion sampling activations. On the digital front, we partnered with two heavyweight creators (Food and Lifestyle) to democratize the product, shifting salmon from an occasional luxury to an everyday household staple.
Results
