{"id":245082,"date":"2026-07-27T09:46:20","date_gmt":"2026-07-27T07:46:20","guid":{"rendered":"https:\/\/ipmark.com\/?p=245082"},"modified":"2026-07-28T10:00:47","modified_gmt":"2026-07-28T08:00:47","slug":"food-to-go-consumidores-eligen-propuesta-venta","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=245082","title":{"rendered":"Food To Go: cuando tus consumidores eligen tu propuesta de venta"},"content":{"rendered":"<p>Arla Protein lanzaba al mercado su nueva bebida Food To Go: una comida completa en una botella, sin gluten ni lactosa. Pero, \u00bfcu\u00e1l ser\u00eda su propuesta de venta?<\/p>\n<p>En muchas ocasiones las marcas lanzan un producto nuevo con una idea clara de qu\u00e9 comunicaci\u00f3n darle y en otras, los mismos consumidores pueden elegir qu\u00e9 camino recorrer.<\/p>\n<p>Este fue el caso de Food To Go al hacer una campa\u00f1a con m\u00e1s de 200 consumidores de la mano de Territory Influence. Perfiles seleccionados a trav\u00e9s de un proceso de candidatura con criterios de afinidad al producto: inter\u00e9s activo en deporte, nutrici\u00f3n y un estilo de vida din\u00e1mico. No una muestra aleatoria, sino personas con contexto real para hablar del producto con credibilidad. Y para ello se crearon dos equipos:<\/p>\n<ul>\n<li>Equipo Food: enfocado en el valor nutricional y beneficios del producto.<\/li>\n<li>Equipo To Go: destacando la practicidad de su formato.<\/li>\n<\/ul>\n<p>Estos dos posibles discursos de venta se convirtieron en la base de los contenidos, creando una batalla entre ambos equipos buscando que tanto ellos como sus comunidades decidieran el mensaje ganador.<\/p>\n<p>Y aqu\u00ed reside precisamente la l\u00f3gica detr\u00e1s de esta mec\u00e1nica. Los consumidores no desconf\u00edan de las marcas porque digan las cosas equivocadas. Desconf\u00edan cuando todo suena igual, demasiado pulido, demasiado consistente. Cuanto m\u00e1s perfecto es el marketing, la audiencia busca m\u00e1s se\u00f1ales que se sientan humanas, contextuales y vividas. Por eso la confianza ya no se construye solo desde el mensaje de marca, sino colectivamente, a trav\u00e9s de la exposici\u00f3n repetida a pruebas que vienen de personas como nosotros: rese\u00f1as, recomendaciones, experiencias, conversaciones cotidianas. Las marcas que ganan hoy no son las que tienen m\u00e1s contenido, sino las que tienen la prueba m\u00e1s cre\u00edble.<\/p>\n<p>Mediante estos UGCs aut\u00e9nticos, opiniones reales y una din\u00e1mica competitiva se consiguieron +2,5 millones de impresiones, +15K de interacciones y un +50% de aumento en ventas del producto comparado con el mes anterior.<\/p>\n<p>Y, por \u00faltimo, pero no menos importante: un mensaje ganador claro, validado por sus propios consumidores, que permitir\u00eda a la marca enfocar sus pr\u00f3ximas comunicaciones.<\/p>\n<p><img decoding=\"async\" class=\"alignleft wp-image-245083 size-medium\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/Territory--300x167.jpg\" alt=\"\" width=\"300\" height=\"167\" srcset=\"https:\/\/ipmark.com\/wp-content\/uploads\/Territory--300x167.jpg 300w, https:\/\/ipmark.com\/wp-content\/uploads\/Territory--1024x570.jpg 1024w, https:\/\/ipmark.com\/wp-content\/uploads\/Territory--768x428.jpg 768w, https:\/\/ipmark.com\/wp-content\/uploads\/Territory--100x56.jpg 100w, https:\/\/ipmark.com\/wp-content\/uploads\/Territory--800x445.jpg 800w, https:\/\/ipmark.com\/wp-content\/uploads\/Territory--24x13.jpg 24w, https:\/\/ipmark.com\/wp-content\/uploads\/Territory--36x20.jpg 36w, https:\/\/ipmark.com\/wp-content\/uploads\/Territory--48x27.jpg 48w, https:\/\/ipmark.com\/wp-content\/uploads\/Territory--600x334.jpg 600w, https:\/\/ipmark.com\/wp-content\/uploads\/Territory-.jpg 1140w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Saray Garc\u00eda, <em>client service director<\/em> de Territory Influence.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Este fue el caso de Food To Go al hacer una campa\u00f1a con m\u00e1s de 200 consumidores de la mano de Territory Influence.<\/p>\n","protected":false},"author":10966,"featured_media":245084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[6569,2226],"class_list":["post-245082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-alimentacion","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - 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