Yo Quiero has developed a comprehensive marketing strategy for the upcoming NFL season, encompassing influencer partnerships, out-of-home advertising, and a robust social media presence.
A significant component of this strategy is the partnership with the Dallas Cowboys, which targets the Dallas-Fort Worth Metroplex market, in particular. There will be a number of promotional opportunities in stores using Cowboys-branded product packaging as well as an active presence within the Cowboys’ stadium through this collaboration. Yo Quiero will also reach a broader audience of NFL viewers through television commercials scheduled to air during Cowboys games. This strategy aligns the brand with the excitement and tradition of football season, helping to effectively market their product.
Yo Quiero joins brands like Cup Noodles in trying to reach out to new consumers through a non-traditional approach for the NFL season.
The financial agreement between Yo Quiero and the Dallas Cowboys was not disclosed.
Tara Murray, the VP of Marketing for Fresh Innovations, emphasized that this season, Yo Quiero is concentrating on offering consumers excellent Homegating ideas, allowing them to save money while enjoying the game at home with family and friends. Murray highlighted that their dip destination line-up is ideal for football season. With a range of better-for-you dip options, the brand encourages consumers to bypass the chip aisle and head to the fresh section to pick up great dips for their football-watching parties.
“We are a relatively new brand, so all markets are growth markets for Yo Quiero! We continue to drive branding, and product innovation to offer our national grocery retail partners opportunities to expand their better-for-you dip lineups,” said Murray. “When it comes to a specific demo, currently we talk to the parent that is making the food purchase decisions for the household.”
The brand is currently focusing on Facebook and Instagram to reach its target audience for the NFL season. However, with new items on the horizon that appeal to a younger demographic, the brand is also developing a TikTok strategy to boost brand awareness and encourage product trials among this audience.
A couple of Frisco High School team moms will be honored for National Guacamole Day as part of a partnership between Dave Campbell’s and the Cowboys. Rowdy, a Cowboys player, and a cheerleader or two will make appearances at the celebration. At last year’s game, Drew Pearson attended along with his mom, player, coaches, and fans. This is also part of its Ultimate Team Mom program with Dave Campbell’s High School Football.
“Team Moms [don’t do it for recognition,] they do it for the love of the kids,” she said. “When this program was brought to our attention, I knew that it was the perfect opportunity for Yo Quiero. to give back to these wonderful humans.”
The brand plans to collaborate with family party planning influencers this season to promote the Yo Quiero! Dip Destination. These influencers, who are influential in grocery shopping decisions, are ideal for showcasing the benefits and convenience of Yo Quiero dips. However, it’s still uncertain which influencers will be included in the brand’s marketing strategy for the NFL season.
