Bringing Tex Mex to Shoppers Together with Santa Maria

During fall 2025, WaveCrest and Santa Maria continued their long-term co-operation with several campaign actions for Tex Mex products and International Nacho Day 2025. Campaigns included in-store tastings, POSM design, brand activation, and influencer collaboration, executed by WaveCrest from concept planning to implementation. 

Each campaign action aimed to engage shoppers and increase sales of Santa Maria’s Tex Mex product through both in-store and public activities across Finland. 

Creating Excitement Through Brand Activation and PR 

As International Nacho Day approached, WaveCrest delivered a mix of brand activations and PR actions that brought the theme to life. The centerpiece of the activation was a five-meter-tall Wheel of Fortune installation, featured at Jumbo Shopping Center, the gaming event LanTrek, and Shopping Center Kamppi Helsinki. During the activation days, visitors could spin the wheel to win Santa Maria products, generating attention and engagement at each location. 

As a part of the campaign, influencers were invited to participate in the Nacho Day celebrations, sharing Tex Mex recipes and event highlights on social media. Wavecrest contacted influencers and sent out personalized PR packages with Santa Maria products relevant to the campaign, creating a link between live events and digital presence. 

Nationwide In-Store Tastings and Sampling 

At the same time with International Nacho Day activations, WaveCrest coordinated a comprehensive in-store tasting program across 80 grocery stores, giving shoppers the chance to try two new Tex Mex products — Creamy Garlic Mayo and Cheesy Taco Spice Mix. The tastings were supported by various POS materials, including custom 3D nacho bag displays and other branded elements that improved visibility both on shelves and in aisles.  

Beyond in-store actions, a nationwide sampling tour brought Tex Mex directly to consumers, reaching over 25,000 people in five major cities in Finland. WaveCrest’s brand ambassadors provided samples and recipe leaflets encouraging at-home use and product trial.