Santa Maria

Becoming a Daily Kitchen Choice.

Briefing & objectives

Tex Mex is often seen as a special occasion meal.
Spices are often treated as optional extras.

But daily cooking decisions are made fast and based on habit.

The challenge was to normalize both Tex Mex and spices as accessible, everyday kitchen choices. Social had to become the engine that builds daily relevance, community engagement and long term brand loyalty.

Insights & strategy

The barrier was not product quality.
It was consideration.

If people do not think of Tex Mex or spices on a random Tuesday, they will not cook with them.

The strategy focused on building a structural social ecosystem that keeps Santa Maria visible in everyday cooking moments.

This meant combining global brand posts, local relevance, UGC recipe content and short concept waves inside one consistent framework.

From special meal to standard option.

The setup

The ecosystem included four structural layers:

Global posts, trend hooks and actualities
UGC recipe content focused on easy everyday meals
Own production schapcontent to drive retail visibility
Short campaign waves such as Taco Friday and Topping It Off

Each layer had a different role but reinforced the same positioning:
Santa Maria belongs in daily cooking.

Taco Friday built ritual.
Topping It Off refreshed product relevance.
UGC normalized weekday usage.
Schapcontent strengthened retail connection.

Everything lived inside one always on strategy.

Community
approach

Community engagement was used to drive repetition.

Recipe content triggered saves and shares.
Trend based posts kept the brand culturally relevant.
Campaign waves created spikes of attention inside the always on structure.

Social became a daily inspiration space, not a campaign channel.