When Stories Stick, Behavior Changes Forever!
(Turning Scientific Benefits Into Cultural Content and Lasting Habits)
One of the hardest things for a brand like Mazola isn’t awareness. People already know the name. The challenge is engagement — giving consumers a reason to interact, to care, and to keep choosing Mazola even at a premium price point.
That’s why we built Healthy Play.
For years, Mazola has been a visible advocate during Heart Health Month in February, reminding Puerto Ricans about the importance of heart care. But this time, we wanted to go beyond awareness. We wanted to build behavioral impact — and that meant starting with kids.
Because what children learn through play doesn’t just entertain them. It shapes how they eat, how they see food, and the habits they carry for life.
Audience and Objectives
Our target was clear: women 25–54, especially mothers who live at the intersection of health, nutrition, and family. They follow food blogs, scroll parenting forums, look for fitness inspiration, and consume lifestyle content every day.
For them, healthy eating isn’t abstract — it’s personal. They care about what they put on the table and what their children take with them as habits.
Mazola’s objective was twofold:
Deliver extra value to consumers and supermarkets by linking health, play, and cooking.
Build deeper brand engagement that would justify and sustain Mazola’s premium market position.
Strategy: Blending Play, Content, and Community
To reach this audience, I shaped the strategy around connection through play and scaled it with content systems that linked online and offline.
Social Media as a Playground
We designed snackable, visually rich content that looked like it belonged in parents’ feeds: playful graphics, recipe videos, and interactive posts. Contests and giveaways turned passive scrolling into active participation.
Influencer Partnerships
We partnered with trusted local voices:
Alexandra Fuentes (who popularized the hashtag #mangoneo)
Jailene Cintrón
Normando Valentín
They didn’t just promote recipes; they validated Mazola’s role in family life. By showing their own kids enjoying the experience, they amplified reach while building trust.
Healthy Play Toy Bags
To make the campaign tangible, families could request Healthy Play toy bags. Over 6,000 were requested — 45% in supermarkets, 55% online, and even 11% from pre-schools.
Video Content
We tapped junior chef Paloma to create recipes inspired by toys, shot as fast-paced, kid-friendly recipe videos. She became the relatable face of the campaign. Parents trusted her guidance; kids loved her energy.
On-Premise Activation
Supermarkets carried the campaign forward, with on-premise activations that drew 32% more consumers and delivered 44% more sales compared to previous activations.
Results: Engagement That Justified the Premium
The numbers validated the approach:
66,000 unique visits to the landing page in six weeks
Over 1 million video views, with 42% driven by organic shares
$25,000 in earned media coverage, pushing ROI up by 40%
This wasn’t just a campaign — it was a content engine that sustained Mazola’s premium positioning while also providing community value. Parents got education. Kids got play. Supermarkets got traffic and sales.
Why It Matters
For me, Healthy Play was proof that content strategy works best when it feels human. You don’t sustain premium pricing by telling people your product costs more because it’s healthier. You prove it by making that health message relevant, useful, and sticky.
By connecting cooking with play, Mazola didn’t just run another Heart Health campaign.
We built memories.
We created stories parents shared.
We left kids with lessons they’ll carry long after February.
And that’s how you turn a product benefit into cultural engagement — the kind that sustains value year after year.
