Turning Up the Flavor: How José Olé Rekindled Growth and Consumer Cravings
Turning Up the Flavor: How José Olé Rekindled Growth and Consumer Cravings
Summary: By redefining brand positioning, launching bold new advertising, and amplifying in-store and social presence, José Olé broke years of flat growth—boosting household penetration by 6% and paving the way for exciting new product launches.
Founded in 2000, José Olé has been a culinary force in crafting delectable frozen Mexican delights like mini tacos, taquitos, and chimichangas. Their distinction lies in their commitment to premium ingredients – think tender meat, authentic spices, real cheese, and oven-baked tortillas – creating a memorable experience that’s truly meatier, cheesier, and crunchier.
In 2014, Ajinomoto Foods North America (AFNA) acquired José Olé, establishing a potent national presence in major retailers. Yet, brand awareness remained limited due to sporadic ads. Detailed research revealed a crucial problem: José Olé lacked differentiation and relevance in consumers’ minds. This presented a dual challenge: addressing these issues while driving sales growth despite retail price hikes.
An extensive transformation followed, spanning consumer insights, brand positioning, and an all-new advertising campaign. The revamp extended beyond ads, encompassing organic social media management and a robust shopper marketing initiative by AFNA.
The best news is after a couple years of stagnant (flat) growth in household penetration for José Olé our advertising efforts led the way to a 6-percent growth in just 1 year. It helped to green-light several new product introductions including Double Stuffed Taquitos (debut Fall 2024) and variants of their Mini Tacos (debut Summer 2024). This marks a significant stride toward rejuvenating the brand’s recognition and prosperity.
