Cases
Taco all week: how SANTA MARIA became the biggest in Norway

Taco all week: how SANTA MARIA became the biggest in Norway

Maverix developed a creative taco concept for every day of the week. And just like that, Santa Maria became the new market leader in Norway.

Santa Maria told Norwegians that taco is fine on days other than Friday. The brand was soon rewarded with the new market leader position. The news even made the evening news Dagsrevyen, and most of the country's newspapers. With a little help from us, admittedly.

New concept: The next mex

Norwegians ate 20 percent more taco than usual, which inspired Santa Maria to launch several new and exciting taco concepts.

“Sales have increased enormously. It is clear that Norwegian families have a great need to enjoy themselves together right now, and that taco is more popular than ever. That is why we are launching even more products,” said Kine Kotte, marketing manager at Santa Maria Norway. (Translated from Norwegian.)

Reklame

SANTA MARIA: Hip hip hooray for National Nacho Day

Vegetarian on Monday, beef on Sunday

Taco explosion: Sales up NOK 250 million last year (E24, in Norwegian)

Maverix has helped Santa Maria launch new, flavorful spice pastes, more salsas, a lovely mayo and a tortilla with real structure.

“The idea behind our new taco concept is simple variety, a restaurant feel at home and more grown-up flavors. We call it Next Mex,” says Kotte. (Translated from Norwegian.)

Taco Tuesday, taco Thursday, taco Friday

The taco market has grown at great speed in modern times. In 2020 a total of NOK 250 million more tex-mex and taco was sold than the year before. Santa Maria Norge AS was the big winner, and became the market leader in Norway with NOK 609 million in taco sales. That was an increase of NOK 85.5 million, equal to 16.3 percent growth.

Bigger than the competitor Old El Paso

Santa Maria thereby passed Old El Paso as the biggest in taco and Mexican food on the Norwegian market, with just under 39 percent of the market.

Taco sales exploded last year: “A truly fantastic year” (Convenience, in Norwegian)

Want a campaign like this?

We develop the concept, launch the products and follow the campaign through in every channel. Get in touch with Linda Nordheim, Paal Tarjei Aasheim or Jan Ove Årsæther.

An overwhelming effect

“Demand has been overwhelming over the past year. It is very nice that the market prefers our products. The Norwegian people love Mexican food in general and taco in particular. That makes it extra fun to now offer tex-mex at a whole new level,” said Kine Kotte. (Translated from Norwegian.)

Maverix has produced a broad national campaign with ads, commercials and social media content. We also supported the work with PR that has given Santa Maria a lot of positive coverage, for example a major feature on NRK's Dagsrevyen.

Questions and answers about Santa Maria and taco

How did Santa Maria become the biggest in taco in Norway?
Maverix developed the concept Taco all week, which showed that taco suits every day, from vegetarian on Monday to beef on Sunday. In 2020 Santa Maria passed Old El Paso and became the market leader, with NOK 609 million in taco sales.
What is Next Mex?
Next Mex is the taco concept Maverix developed with Santa Maria, built on variety, a restaurant feel at home and more grown-up flavors. The concept covers new spice pastes, salsas, a mayo and a tortilla with more structure.
How much did taco sales grow?
Norwegians bought NOK 250 million more taco and tex-mex in 2020 than the year before. Santa Maria grew its sales by NOK 85.5 million, or 16.3 percent, according to E24 and Convenience (both in Norwegian).
Who made the campaign?
Maverix developed the concept and the campaign together with Santa Maria Norway. The news about the market leadership was covered by the NRK evening news Dagsrevyen and by most of the country's newspapers.
What did Maverix deliver to Santa Maria?
Maverix delivered strategy, idea and concept, design, film and social media. We produced a broad national campaign with ads, commercials and social media content, and supported the work with PR.