Campaign
Story Marketing Characters
Mariana Flores
31, Married, Mexican/Hispanic
Strengths - Large social circle of friends and family
Weakness - Average to lower spending power.
Family - Two kids and her husband, as well as an extended family both in the states and in Mexico.
Likes - To celebrate with food, and engaging with her community.
Dislikes - Drastic change, feeling out of the loop.
Desires - For her children to get to know their culture, and a good future for her kids.
Fears - an unstable economy, not knowing what is in her food.
Panaderos
Strengths: Highly specialized baking skills.
Weakness - Occupies a small niche of bakers.
Family - Part of a larger family located either here in the U.S. or in another country.
Likes - Engaging with their community.
Dislikes - Drastic change, inflexible management.
Desires - To make an honest living following their passion, being able to provide for family.
Fears - An unstable economy, an understaffed bakery with an overwhelming workload.
Physical attributes - Average Build for their demographic, strong arms for handling dough.
Campaign Media
Social Media - Instagram and Facebook
Post products, promotions, and new offers as well as a link for more information to be found in the website. Will promote the youtube video.
Website - New Squarespace Site
New website to show products, services, and contact information. Website features history and details on a different traditional product every few days.
Video - “The Search for Authentic Pan Dulce”
YouTube video introducing the staff to the main character and features customer interviews.
AR Filter - Pan Dulce Game
Filter game that cycles through multiple different random Pan Dulce while the player tries to “bite” the sweet bread to earn points within the time limit.