VICKY BAKERY x CROQUETAS FOR SANTA

How do you make a holiday campaign feel instantly yours?

Client

Vicky Bakery x Coca-Cola

Scope

Food & Beverage

Vertical

Food & Beverage · Cultural Campaign · Holiday Retail

Year

2025

02

The problem

Vicky Bakery needed a holiday concept that felt fresh without drifting into generic seasonal marketing. The brand wanted to show up during the busiest retail stretch of the year in a way that felt true to its Cuban-American identity.

The campaign had to do more than drive attention. It had to reflect culture, spotlight Vicky’s most iconic product, and invite real audience participation.

THE BRAND HAD TO —

01

Reflect Cuban-American culture in a warm, humorous, and ownable way

02

Showcase the croqueta as the emotional hero of the campaign

03

Create participation strong enough to spark community sharing and seasonal momentum

02 · THE INSIGHT

The best holiday ideas feel like they should have existed all along.

In Cuban households, croquetas are more than food. They are comfort, heritage, and part of the emotional fabric of family gatherings.

That insight opened the door to a simple but powerful cultural twist: Santa does not need cookies when croquetas make more sense for Miami. By flipping a familiar holiday tradition, the brand could create something playful, local, and memorable.

BRAND PLATFORM

Croquetas for Santa.

03

The solution

We built a multi-touch holiday campaign in partnership with Coca-Cola that turned a product insight into a regional cultural moment.

01

Produced a Florida regional TV spot featuring Santa discovering the magic of croquetas

02

Created witty, shareable Instagram carousels and Reels rooted in nostalgia, humor, and Cuban flair

03

Developed behind-the-scenes content that extended the life and personality of the campaign

04

Built a full December content calendar to keep Vicky top-of-feed and top-of-mind throughout the season

05

Framed the campaign as a new holiday ritual people could actually participate in at home

04

Launch direction

Do not make it a promotion. Make it a tradition people want to join.

The rollout was designed to feel joyful, culturally specific, and immediately repeatable. By giving families a simple, memorable ritual, the campaign moved beyond advertising and into participation.

01

Used humor and cultural recognition to make the concept instantly sticky

02

Kept the croqueta at the center as both product and symbol

03

Turned seasonal storytelling into something fans could recreate, share, and claim as their own

05

The outcome

Croquetas for Santa became more than a campaign. It became a cultural moment with real commercial impact.

01

Drove a 300%+ increase in croqueta sales over 30 days across in-store, delivery app, and nationwide shipping channels

02

Outperformed social benchmarks across video views, completion rates, and engagement

03

Sparked organic participation as families shared their own Croquetas for Santa setups and tagged Vicky

02

Strengthened Vicky Bakery’s position as a culturally fluent brand that knows how to turn heritage into momentum

The strongest seasonal campaigns do not interrupt tradition. They become part of it.