HERDEZ partnered with Havas Street to build a connection between the brand and the Boston community through local community sampling utilizing four key tactics: bottle drops, meal kit deliveries, catered lunches, and sampling events. Via a custom branded delivery truck, the program launched a 9-week mission to bring HERDEZ’S traditional Mexican salsa directly to the community, showcasing their support during these challenging times in hopes of lifting their spirits and spicing up their day. The campaign encouraged at home cooking and recipe integration by highlighting the versatile flavors and many uses of HERDEZ salsa. Products were handed out alongside different recipe cards and additional ingredients to create the perfect at home family meal. Through strategic outreach, neighborhood deliveries, and tapping into local businesses, Havas Street maximized impact and reach, while maintaining efficient routing and execution.