Manomasa Case Study – Bold Tortilla Activation

Manomasa

TURNING UP THE HEAT ON TORTILLAS

A gourmet tortilla chip range with attitude. We pitched Manomasa at ‘inspired food explorers’ — people who like it hot, loud and sassy. Our bright, bold, all-kinds-of-media campaign was inspired by the colours of Mexico, dialled up by the brilliant illustration talents of Ricardo Cavolo and peppered with fun, provocative sayings.

A table filled with various Mexican dishes, guacamole, chips, and toppings, overlaid with colorful cartoon drawings and a sun radiating from a central bowl of tortilla chips—a vibrant scene inspired by the Manomasa case study. — Our behavioural research into preferences, occasions and habits allowed us to define our audience. We christened them Food Explorers.

A colorful billboard on a building reads Serve Up Spirit Not Food, featuring illustrated people, hearts, and vibrant patterns—a scene reminiscent of a Manomasa case study. A green traffic light stands in the foreground under a partly cloudy sky. — The vibrant integrated campaign was centered around six brand mantras or #manomantras.

A red double-decker bus passes under a railway bridge next to a brick wall filled with colorful posters, including one from the Manomasa case study that says Fortune Flavours The Bold. The vibrant urban scene features graffiti on the wall. — Renowned Spanish street artist Ricardo Cavolo was commissioned to bring these brand mantras to life with a distinctive visual identity.

Storefront with large text SEIZE THE DAY on striped panels, colorful posters with motivational phrases, and a mural above showing cartoon faces and hands—reminiscent of the vibrant style found in the Manomasa case study. Brick walls and barred windows complete the look. — The campaign was activated across OOH, social and experiential.

A colorful outdoor café made from a shipping container, decorated with patterned tiles, blue chairs, and stools; inspired by the Manomasa case study, two people sit at a white table on a grassy area, surrounded by more white tables and chairs. — Pop ups at food festivals inspired our food explorers to try the product in an authentic environment.

Wooden crates filled with tortilla chips lined up on a table, each labeled with colorful stickers—reminiscent of a Manomasa case study. Small signs describe each crate, and white napkins are tucked in with the chips.

The Numbers:

The Reactions

362% UPLIFT IN SALES

5M+ VIDEO VIEWS ON SOCIAL

12%+ SOCIAL ENGAGEMENT

1,238% UPLIFT IN WEBSITE TRAFFIC

“This vibrant and sassy campaign certainly delivered, exceeding all expectations in both delivery and results.”

The Reactions

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