based on the brand’s audience profiles. These segments were consolidated with regular TexMex research data to develop a strategic approach. The in-depth combined data from the agency and client provided: • Insights into the segment’s size and potential, as well as their values and lifestyle; • Key criteria for the target group’s decision-making process; • Identification of the most effective media touchpoints for each target segment; • Guidance on how to adapt campaign materials, messaging, and visual identity. Taking a bold step to change the usual strategy, Santa Maria opted for previously unused media and communication combinations. Long-term collaborations with influencers were established, food truck and instead of mass channels, channels closer to the audience’s daily life were chosen.