The Need

A large appetizer food brand wanted to launch a product in Mexico in the refrigerated dips market. However, the category was non-existent, the product wasn’t selling, and retailers wanted to de-list it. We needed to understand where to focus and how to appeal to the selected audience segments.




RedSky was able to identify the traits of customers likely to try the product. This audience segment was not interested in healthy foods but more interested in experimenting with new products.

We identified where this targeted audience was likely to shop – offering free samples where possible.

In addition, we also identified key chef influencers who could best represent the product to this audience segment.

Pathway to Growth

The brand’s marketing was refocused within one channel in key markets. A partnership with a celebrity chef helped raise brand awareness. Annual sales grew 10x over the prior year and continued on a positive trajectory.