So Yummy x ShopRite: Hispanic Heritage Month Celebration

So Yummy partnered with ShopRite to create an engaging co-branded content series celebrating Hispanic Heritage Month. Designed to break through social media noise, the campaign highlighted ShopRite’s Bowl & Basket products and select featured brands through a talent-driven cooking series that inspired audiences with authentic Hispanic recipes.
The three-video series, strategically distributed across social platforms, achieved over 15.8 million reach and 15.1 million views, surpassing engagement benchmarks. Each video played a unique role: the first introduced a fresh content style that captured attention, while the final installment showcased the final dish, driving peak engagement. With strong cross-platform performance, the campaign ranked within the top 10 retail brand videos of 2024 on Facebook, demonstrating its widespread impact.
Audience insights revealed a diverse and engaged viewership, with an increase in male audience participation to 34%, highlighting the series’ broad appeal. Positive sentiment analysis confirmed that 89% of comments were neutral or positive, exceeding industry benchmarks. By combining compelling storytelling with high-performing social strategies, the So Yummy x ShopRite Hispanic Heritage Series successfully celebrated Hispanic culture and resonated with audiences, driving awareness, engagement, and brand affinity.