Ensueño desperately needed expanded distribution and prime shelf visibility.

The brand faced the imperative to prove a 'traditional' Hispanic-heritage brand could resonate as indispensable with today’s young U.S. Latino shoppers, a critical demographic within H-E-B’s customer base.

LAUNDRY SYMBOLS ARE CONFUSING. Ensueño teamed up with the most trusted laundry experts in every family: Abuelas. Laundry care tags can feel like you're trying to crack a secret code. We leveraged the Hispanic heritage to simplify laundry by tapping the true experts, THE ABUELAS.

ABUELA TAG READER A mobile-commerce tool that decodes confusing laundry symbols the Abuela way. Users could scan any laundry tag and had an Abuela explanation in the most charming and simple way possible. Every scan unlocked an offeron Ensueño, redeemable at HEB.

In a declining category, against giants with 65 times our media budget, Ensueño didn’t just grow at H-E-B; it exploded.

"Abuela Tag Reader" proved that a culturally potent, cleverly creative idea is worth more than a massive media budget.

+ 41K Active Users
+ 76% vs. Category Competitors in Online Dollar Sales Growth
+ 23% Buyer Growth among Gen Z/Millennial US Hispanics