Grupo Rica: Listamilk Activation
- Client
- Year
The Objective
Grupo Rica needed a national sweepstakes campaign for its Listamilk sub-brand that would spike consumer participation and drive product trial — without diluting the equity of the parent brand.
Deliverables
- National TV Campaign
- Post-Production & VFX
- Digital Ad Suite
- In-Store Activation Materials
- Media Strategy & Sequencing
Sweepstakes campaigns are a proven retail activation tool, but they carry brand risk: the energy required to drive participation volume can cheapen the perception of a legacy brand. Listamilk needed to generate maximum consumer excitement without sacrificing the quality standard that Grupo Rica is known for.
We built the campaign creative around premium production values applied to high-energy content. Urban set pieces, kinetic transitions, and product-hero lighting gave the sweepstakes the visual authority of a brand campaign while maintaining the urgency that drives participation. The production quality was the differentiator — it signaled that this was a premium experience, not a discount promotion.
Total media integration spanning primetime TV networks, mobile-targeted ad networks, in-store activations, and social media. The campaign was sequenced to build momentum: awareness phase, participation phase, and winner announcement phase — each with dedicated creative assets optimized for that stage of the funnel.
“The campaign produced unprecedented participation volume in the sweepstakes platform and drove heavy conversion at retail. Listamilk market share grew measurably during the campaign period, and the activation model was adopted as a repeatable framework for future promotions.”
- Unprecedented sweepstakes participation volume.
- Measurable market share growth during campaign period.
- Model adopted as repeatable framework for future activations.
This campaign worked because we treated a promotional activation with the production rigor of a brand campaign. The premium production values signaled to consumers that this was worth their attention and participation — elevating the brand while driving the volume metrics that justify promotional investment.