Case Study
VICO STREET FOOD

A Flavorful Road Trip That Made Vico’s Street Food Shine!

At Territory Influence, we partnered with Vico to launch its bold new Street Food range, designed to capture the hearts (and taste buds) of Gen Z. The challenge: reach young consumers under 35, drive massive trial, and share the brand’s story and values through authentic, engaging influence.

A Culinary Adventure for a New Generation

With its Street Food line, Vico invites consumers on a global flavor road trip — bold, tasty, and accessible. To make this journey come alive, we relied on a powerful mix of nano and micro influencers, authentic product experiences, and creative storytelling.

From Tex-Mex to Tzatziki, every recipe became a stop on a journey across cultures, carried by influencers’ voices online and in real life. The result? An immersive experience that turned snacking into exploration — and discovery into desire.

A 4-Step Strategy

1. Selection
We recruited 3,000 nano-influencers, including 300 micro-influencers on our platform, carefully chosen for their passion for food and their ability to spark genuine conversations. 👉 The goal: mobilize true advocates who could introduce Vico Street Food within their own circles.

2. Activation

Influencers received discovery packs that transformed product tasting into a true experience:

• A “road trip of flavors” guide, styled like a travel journal

• Flyers to share Vico’s story, product composition, and brand values

• Blog articles and quizzes to deepen knowledge and spark playful discussions

Equipped with these tools, ambassadors set out to:

• Taste and share their favorite chips with friends

• Post authentic UGC on Instagram, TikTok & beyond

• Spark conversations offline with family and peers

3. Engagement
The creative angle — a flavor road trip guided by the chips themselves — inspired highly immersive, fun, and authentic content. Influencers showcased recipes as destinations, with storytelling that blended education and entertainment.

4. Amplification
By combining online influence with offline tastings, the campaign reached well beyond social feeds. This hybrid approach allowed Vico to connect with communities in real life, while reinforcing credibility online.

Brilliant Results

• 4.9 million impressions

• 346,000 offline contacts via tastings and word-of-mouth

• 4,000+ social contents created

• 98% recommendation rate for Vico

• 93% recommendation rate for the Street Food range

• 87% purchase intent

• 4.2/5 average rating

• 97% validation of the product promise: “An innovative range with original flavors”

What Participants Said

“Discovering Vico Street Food was like going on a trip without leaving my kitchen. The flavors are bold, original, and super fun to share with friends. I can’t wait to buy them again!” —  Ambassador

Key Takeaway

By blending influence, education, and experience, Vico successfully captured Gen Z’s attention and turned its Street Food range into more than just chips — into a journey of taste. With authentic storytelling and engaged ambassadors, the campaign didn’t just drive trial… it built lasting love for the brand.