FUD: "Ganar con FUD es un Jamón"

Turning scarcity into opportunity and brand preference.

FUD faced a sales gap caused by the bird flu crisis, which disrupted the supply of turkey ham. Built around the insight that when turkey ham is unavailable, consumers can turn to pork ham instead, the strategy focused on driving preference for FUD pork ham.

The campaign brought this idea to life by placing cash prize tickets inside product packaging, creating a simple and compelling mechanic: buy, open, and win.

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Strategy

The Challenge

Overcoming the Turkey Ham Crisis.

In 2025, the bird flu crisis disrupted the global turkey supply chain, leading to a shortage of turkey ham across Costa Rican retailers.

The strategic challenge was twofold: prevent competitors from capitalizing on the supply gap and protect the 45% of FUD’s ham sales that depended on turkey products. To maintain its position in the category, FUD needed to shift consumer demand toward pork ham and turn a supply crisis into a growth opportunity.

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The Outcome

Record-Breaking Growth and Stronger Market Leadership.

FUD not only protected its historical monthly sales during the crisis — it delivered record growth.

During the campaign period (September–October 2025), the brand increased its market share in the ham category from 20.5% to 26.5%, gaining six percentage points and establishing a clear leadership position in the category.

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