.Harina PAN has been a fairly-known Venezuelan cornmeal brand among the US Hispanic market for many years, but completely foreign for the general market. We had an opportunity to reintroduce the brand in the US by changing the look and the messaging to make it more appealing to our millennial food enthusiasts, home cooks, bloggers and vloggers. We boosted our presence with a social media campaign, where we invited celebrity chefs and influencers to share their best harina PAN recipes, with fans to kick off a global food exploration challenge via popular culinary trends in the U.S, and to create buzz around the hashtag #PANFan.
Deliverables: Content Videos and recipes to kick off the challenge, in addition to a website to curate all fans’ and influencers’ original social content. Both Tumbler & Pinterest pages were also created to inspire delicious recipes, as well as in-store materials and PR events.