Green Chile Food Company is a consumer packaged goods company focused on marketing the absolute boldest and best tasting frozen burritos, bowls, salsas and quesadillas. Green Chile’s products are available at a growing number of grocery, convenience, club and mass merchandising stores nationwide.
The CHALLENGE
As a challenger brand in a cluttered category, we knew Green Chile had to stand out to grow retail distribution and gain market share. To accomplish this, it was paramount that we clearly articulate Green Chile’s bold and authentic point of difference in a compelling, engaging, memorable way.
The SOLUTION
First, we put the Green Chile brand through our Chemistry process, landing on a unique selling proposition that positioned the brand as “The Bold Standard” in convenience store and frozen food aisles. With this foundation set, we then created a unifying social media strategy that ensured every piece of content we created would be as bold as the Green Chile flavors.
Finally, we completely revamped the Green Chile website to ladder up to the same Bold Standard as the Green Chile Food Company social presence.
The Bold Standard
Frozen burritos have always gotten a bad (w)rap. They’re ridiculously cheap and every burrito has the same boring flavor no matter what the label says.
But Green Chile Food Company is different. They source fresh, high-quality ingredients, use bold and authentic Southwestern recipes and hand-roll each burrito to create products that look, cook and taste like no other.
The Bold Standard was born out of this next-level attention to quality and flavor that truly sets Green Chile Food Company apart.
Spicy Social Engagement
The key to gaining share for a challenger brand is to be bold, relevant and memorable on social. The best way to do that? Create work that’s worth talking about.
Super “Bold” Commercial Ratings
For the Green Chile audience, the Super Bowl is more about the ads than the game. So why not create a Twitter initiative where we share “Super Bold” ratings on select commercials in real-time? This scrappy, fun engagement really got people talking, including some of the brands airing spots during the game.
The RESULTS
The Green Chile social campaign was launched in October 2018. Within the first six months, we realized an increase of 63% in reach, engagement went up 179% and our total U.S. followers increased over 100%.
The website was recognized by the Marcom Awards for outstanding work that resulted in a Gold trophy.
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