Siete Family Foods: Turning Social Proof into Retail Sales
Meet Siete: A Major Market Disruptor
Siete Family Foods is an emerging CPG brand offering grain-free, Mexican-American foods. Founded by the Garza family in 2014 in Austin, Texas, Siete is currently the third fastest-growing brand in the entire natural foods industry and their chips are the top-selling salty snack at Whole Foods.
Siete Family Foods is passionate about making and sharing real food, gathering together in authentic community, and advocating for healthier lifestyles among Latino families. To do this, Siete Family Foods must convince consumers within their target audiences to choose their grain-free products over the traditional options.
Growing a Billion Dollar Brand
Convincing consumers to abandon flour- and corn-based tortillas for a grain-free alternative requires a bold brand that can adapt to audience needs and desires. To get the word out about their amazing products, Siete Family Foods partnered with Drawn Agency to tell their story through branding, marketing, and packaging. As a key part of their efforts, Drawn needed the ability to rapidly prototype and experiment with short-run product releases, and a packaging manufacturer that could keep up.
Drawn leveraged their partnership with The BoxMaker to deliver full-color corrugated packaging and retail displays for key Siete marketing launches. Each piece is designed to celebrate the bold and fun nature of the brand, taking full advantage of the capabilities of digital print. Projects include influencer marketing boxes, holiday gift boxes, in-store case stackers, and various sample boxes.
Taking Center Stage With Packaging
In order to build awareness and demand for the Siete family of products, Drawn designed several campaigns targeting social influencers with specially packaged Siete treats.
Because of the targeted nature of these campaigns, a high volume of packaging was not needed, but high impact graphics were a must. Drawn was able to take advantage of the full-color capabilities and fine detail of The BoxMaker’s HP PageWide C500 Digital Press for corrugated materials to create eye-catching experiences that influencers were more than happy to share with their audiences.
Amplifying Awareness & Sales
Each influencer marketing box was designed to create deep and emotional connections — not only with the products, but also with the philosophy and mission of the company. The physical nature of the boxes generated engagement on a more human level, converting consumers (and influencers) to incredibly loyal brand enthusiasts — part of the end-to-end ecosystem of experiences that truly fuels the loyalty of Siete customers.
Promoted by celebrities including Ryan Seacrest, Charlize Theron, Gwenyth Paltrow and more, the influencer kits helped to amplify the Siete family of products to millions of potential customers on social media platforms, driving shoppers to seek the products in-store.
In preparation, Siete Family Foods stocked the grocery environment with attractive and bold retail displays and product packaging. These made the brand easy to find and have been a successful part of the strategy for converting social proof into real sales.
