National Quesadilla Day with V&V Supremo

Reintroducing a well-established product in a competitive market comes with challenges—especially in the crowded dairy category. Our goal was to break through the noise and revitalize V&V Supremo’s Chihuahua® Cheese by reinforcing its authenticity, versatility, and deep-rooted heritage.

To better understand consumer behavior, 3^rd Coast conducted a nationwide survey of 1,500 individuals. The findings revealed key insights:

• 1 in 3 families makes a quesadilla every week, proving its role as a staple in home cooking.
• Consumers are increasingly drawn to easy meals and simple ingredients, aligning perfectly with our product’s core attributes.
• Two-thirds of consumers expressed a willingness to purchase authentic Mexican cheese—if they felt a connection to the brand.

These insights underscored the need to tell the V&V Supremo story in a compelling way while leveraging media and influencer partnerships to build engagement.

To give Chihuahua® Cheese a powerful platform, 3rd Coast created and launched a brand-new national holiday: “National Quesadilla Day” (September 25th), officially recognized by the National Day Calendar. The celebration not only honored the quesadilla’s cultural significance and versatility but also provided a strategic opportunity to showcase V&V Supremo as the premier brand for authentic Mexican cheese, through a variety of tactics:

• Food Truck Tour – To generate buzz around the inaugural National Quesadilla Day, we launched a branded food truck tour in Chicago, offering free Chihuahua® quesadilla samples to consumers and media. The truck also hosted contests, media appearances, and interactive experiences to deepen audience engagement.
• Influencer & Media Partnerships – We tapped into local culinary influencers and food media, encouraging them to create and share quesadilla recipes featuring Chihuahua® Cheese. These collaborations amplified brand awareness and drove direct product interest.
• Authenticity-Driven Storytelling – The holiday provided the perfect hook to highlight V&V Supremo’s rich heritage and family-owned legacy. By weaving this narrative into media placements, we strengthened emotional connections with consumers.