To successfully launch the product our campaign needed to create cravability. We did this by capturing how this made-from-scratch dessert comes together and the explosive moment of impact that happens when the piñata is cracked open. The integrated campaign featured TV, social media, digital advertising, influencer marketing, a microsite, and a promotion that challenged guests to upload videos of themselves smashing their piñatas. The launch of the Chocolate Piñata helped increase guest counts and average check, making it a smashing success for Uncle Julio's.
The chocolate piñata had to be seen to be believed. The microsite featured a video that highlighted the story of its creation, where it could be found, and the chef who came up with it.