How the best food brand launch of the year was made
In early 2024, Saarioinen launched a new product: the Texmex Läppä, the slightly cheeky little brother of the familiar snack pizza. Nitro had the honour of designing not only the name and packaging for the product family, but also the brand concept, which helped Läppä fly onto store shelves, and from the shelves into customers' shopping carts.
Product name and packaging design
Brand concept design
Design and implementation of the teaser and launch campaign
Animation production
Influencer collaboration
Uno, dos, tres, Läpänderos
At the heart of the Texmex Läppä launch were Finnish phrases ‘läppä’ and ‘läpändeeros’, which roughly translate to a joke or banter. Prior to the launch, we had a teaser campaign on TikTok with three influencers, which helped raised interest in the new product. The launch phase was implemented on digital channels, TV and in-store. Not only consumers but also retailers were enthusiastic about the product and joined in the fun on their own social media channels.
The launch strategy paid off: The product gained huge visibility among the Gen Z target group, and the sales target for the campaign period was exceeded many times over.
Results
Impressions on TikTok
Influencer content reached the target audience very well, gathering 50,000 reactions.
Total number of impressions and contacts
Texmex Läppä reached its audience excellently through a combination of social media, YouTube, TV advertising and retail channels.
In all seriousness, our collaboration was quite laid-back
Maarit Piela-Liesalho | Marketing manager, Saarioinen OyThe collaboration with Nitro got off to a flying start and we quickly worked through the objectives to an innovative solution. A colourful and fun multi-channel concept and implementation that appeals to the target audience was the result of an inspiring collaboration.
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Head of Growth