Paneada Santa Clara

The most important Pan de Muerto tasting brought together the best bakeries in the city that competed to show the versatility of the iconic seasonal bread in the categories: Traditional Pan de Muerto, Stuffed Pan de Muerto and Most Original Pan de Muerto.

Situation

Santa Clara sought to strengthen its link with Mexican traditions, highlighting why its products are the perfect accompaniment to the country’s typical foods, such as pan de muerto (bread of the dead). The brand wanted not only to be part of the Mexican table, but to become the ingredient that elevates those special moments shared around family traditions.

Task

To develop a platform that would establish an emotional connection between Santa Clara and the gastronomic traditions of Mexico. The objective was, on the one hand, to bring the brand even closer to the heart of the Mexican consumer and its stakeholders and, on the other hand, to position the Santa Clara Milk portfolio as the ideal complement to accompany the iconic Pan de muerto and enhance the “Santos Momentos”, moments that celebrate the flavor and meaning of our customs, all through the enjoyment of its products.

Action

Since 2014, Santa Clara celebrates a unique experience that pays tribute to this tradition: a culinary tasting where specialists (media, KOLs, foodies and influencers) taste the best proposals of the iconic pan de muerto. In this experience, the best creations are voted for in three categories: best traditional bread, best filled bread and most original bread. The results are not only recommended and amplified in traditional media and social networks, but also reinforce Santa Clara’s legacy as a brand deeply tied to the most beloved moments of our culture.

Result

We generated a unique experience that positioned Santa Clara as an emblematic brand within Mexican traditions. Thanks to a remarkable growth in organic interactions and a strong impact on media and social networks, the action not only increased the brand’s visibility, but also reaffirmed it as a reference of authenticity and closeness, achieving a lasting emotional connection with consumers and key allies.