The Juju Agency Meme-ified This Marketing Campaign to Show the Might of Peruvian Potatoes

Food can be a huge motivator of national pride. Peru has a long history of potato farming, but not everyone knows it. This was the insight brought to The Juju Agency by Tiyapuy Foods, whose product line of organic potato chips utilises Peruvian native potatoes and production by Peruvian farmers. 

The challenge? Get everyone talking about why Peruvians should be proud of something as boring as a potato. The solution? Make it a meme! 

It’s one of the greatest mysteries of the internet that on so many platforms that are designed for short posts, we’re drawn to the long ones. The Juju Agency observed that many of these long threads on X ended with an inane meme: “sorry for the long post, here’s a potato.” Thus, the perfect opportunity presented itself. 

The Juju Agency created a thread on Tiyapuy Foods’ X account giving the world lots of probably unknown potato facts, driving home all the reasons we should be thanking Peru for the potato. Of course, the thread ended on the meme that made this whole push possible.

What required zero media spend resulted in massive exposure for Tiyapuy Foods, when the potato facts revealed through their X thread were picked up by food influencers like Cholo Mena, and traditional media outlets. The reach of its thread exceeded the brand’s follower count by 5,409%. The Juju Agency went long for legacy on a platform known for brevity, and it worked.