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Manomasa

ART DIRECTION, CAMPAIGN IDEATION

Grab life by the tortilla chips!

Grab life by the tortilla chips!

Manomasa are tortilla chips with authentic Latin American soul – flavours and ingredients that a woman called Lynne fell in love with over the course of her travels, and decided to bring back for those who wanted more than the mass produced, games night tortilla chip selection.

Bursting with infectious intensity and infused with a liberated spirit of trying new things, we wanted to spread the joy that is baked into every Manomasa chip; infusing people with the true spirit of Latin America and encouraging them to grab life by the cajones. Which is Spanish for…tortilla chips?

Manomantras

Manomantras

The campaign ‘Manomantras’ became the Manomasa guide to living with true Latin spirit. Not your ‘must dos’, these were the anti-mantras; breaking the rules, living in the moment, and seeing where the flavour takes you. From tearing up the taqueria, to ‘living free, eating well’, the mantras became the vibrant, creative and flavourful antidote to run of the mill living, and snacking.

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 We worked alongside renowned Spanish artist Ricardo Cavolo to create bespoke artworks for the mantras, each with their own sense of personality and identity (that also sneakily reflected range flavours and tortilla chip shapes for the eagle-eyed Mano fans).

We worked alongside renowned Spanish artist Ricardo Cavolo to create bespoke artworks for the mantras, each with their own sense of personality and identity (that also sneakily reflected range flavours and tortilla chip shapes for the eagle-eyed Mano fans).

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 The mantras were (legally) fly-posted in key trend-led areas of regional cities to get the brand into the minds of our ‘in the know, foodie explorer’ audience. We tied the on/offline together by the #manomantra competition that encouraged people to get out and find the fly-postered mantras to be in with a chance to win. The campaign then went into a wider roll-out phase across billboard, tube and bus stop media.

The mantras were (legally) fly-posted in key trend-led areas of regional cities to get the brand into the minds of our ‘in the know, foodie explorer’ audience. We tied the on/offline together by the #manomantra competition that encouraged people to get out and find the fly-postered mantras to be in with a chance to win. The campaign then went into a wider roll-out phase across billboard, tube and bus stop media.

 The three key mantras were turned into playful films with the help of production company  Lisbon  – these films formed the basis of all pre-roll media, and also extended onto social.

The three key mantras were turned into playful films with the help of production company Lisbon – these films formed the basis of all pre-roll media, and also extended onto social.

The campaign was supported socially by buzz content that encouraged the mindset of living with spirit - attention grabbing gifs, reactive social listening, and hijacking time-sensitive hashtags continued the playful attitude into the everyday.

 Additional experiential activity came in the form of Manomasa's very own cantina that we designed for Taste of London food festival, and ongoing sampling activations.

Additional experiential activity came in the form of Manomasa's very own cantina that we designed for Taste of London food festival, and ongoing sampling activations.

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How the campaign performed:

How the campaign performed:

874,000 video views (vs target of 97,000)
12.3m social impressions (vs target of 9m)
69,000 earned reach on #manomantras

The campaign was awarded; Silver, Most Effective Integration, FMBE Awards 2018 and Bronze, Consumer Campaign of the Year, FMBE Awards 2018. It was also shortlisted for; FMCG Marketing Strategy if the Year, Drum Awards 2018, Best Creative: Print & Design, Indie Summit Awards 2018, Best Integrated Campaign, Biddable Media Awards 2018.

Shout outs:

Shout outs:

Developed at Collider
Ideation alongside Steve Hickery
Illustration by Ricardo Cavolo
Video production by Lisbon

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