Platicos Vicky Bakery Case Study - Benamor Galvez

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How to launch a new product
and make it feel like an

all-time classic

The Challenge

Vicky Bakery was launching Platicos, a new menu line featuring traditional Cuban-style meals built around jasmine rice and black beans, topped with proteins like palomilla steak, shredded chicken, pork, or chicken steak, with add-ons like sweet plantains and signature sauces. The challenge was twofold:

The Insight

For generations, Vicky has been woven into South Florida’s culture. Families grew up on cafecitos, croquetas, and pastelitos. To introduce something new, the launch had to honor that legacy while creating space for new traditions. Platicos wasn’t just another item; it was a way to connect Vicky’s past to its future, giving customers something familiar yet fresh.

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The Solution

We developed Abuela Approved, a fully integrated campaign designed to win hearts, spark conversation, and drive excitement.

Commercial:

Showcased the love and nostalgia tied to family approval, positioning Platicos as something worthy of Vicky’s heritage.

Social Media Campaign:

Rolled out playful and engaging content that blended humor, culture, and family pride to create buzz.

Cultural Storytelling:

Leveraged the authority of “Abuela” to validate the new item as both authentic and innovative.

Integration:

Positioned Platicos seamlessly within the Vicky family, standing shoulder-to-shoulder with pastelitos and croquetas.

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High Attention

The launch broke through the crowded food space, becoming a cultural talking point.

Product Adoption

Customers embraced Platicos as part of the Vicky experience, not just a one-off product.

Brand Momentum

The campaign reinforced Vicky’s ability to stay fresh and relevant while staying true to its heritage. 

How to launch a new product and make it feel like an