Herdez, one of Latin America leading FMCGs with a heritage spanning 90 years, wanted to emphasise its position as a family brand in Mexico. Herdez approached Guinness World Records for a record-breaking campaign that would engage every household in Mexico and unite them with a shared sense of community.
With an official attempt for the Largest digital photo exhibition, Guinness World Records provided a platform for Herdez to deliver a national campaign that engaged brand advocates with the concept of creating One Big Mexican Family. The campaign was launched online with Facebook, Twitter and targeted online display ads asking consumers to upload pictures of their families and become part of the Herdez community, and more than 115,000 families uploaded their images. The record-setting exhibition was unveiled to more than 15,000 members of the public at a Herdez live event. To amplify the shared sense of achievement Herdez launched a TV advert – which was broadcast across Mexico – supported by an in-store and digital campaign to promote the record shared by Mexican families and the Herdez brand.
We made a creative tribute to the Mexican families that “with total confidence” had opened the door to the Herdez Brand over 50 years. With more than 115,000 digital photos, families and the company broke a Guinness World Records record.