In a context where children’s consumption habits are deeply shaped by the digital environment, leading brands must connect with them through the formats, platforms, and languages they truly consume. And not only that: they must do so with safety, creativity, and precision.
In this scenario, Mostaza, one of Argentina’s top fast-food chains, launched a campaign designed from the ground up for children and entrusted Kidscorp to bring its “Cajita Mostaza Shrek” and “Cajita Mostaza Kung Fu Panda” to kids aged 4 to 9, with a strategy 100% tailored and executed for this audience.
Strategy to create a real connection: precise segmentation + relevant environments
Based on Kidscorp’s exclusive data — covering more than 85,000 households each year across Latin America — it is known that 6 out of 10 children aged 4 to 9 in Argentina play video games regularly, and 84% use mobile phones as their main device.
The digital ecosystem plays an increasingly central role in children’s lives. As they grow, their screen time expands, and online activities become their primary source of entertainment. In this environment, advertising has a direct impact on purchase intent:
78% saw their favorite ad online.
63% buy or ask for the product after seeing it.
On top of this, children play an active role in household purchase decisions, especially in the fast-food category: in 46% of cases, they participate in the choice.
This scenario created an ideal opportunity for Mostaza to launch a campaign specifically designed for them, focusing on three key pillars:
Key platform: Mobile apps were selected as the main digital environment due to their high levels of interaction.
Immersive and efficient formats: Pre-rolls and branded videos with creatives tailored to the “Cajita Shrek” and “Cajita Kung Fu Panda” offers, integrated into a safe, COPPA-compliant environment.
Audience contextualization: Ads ran during peak activity hours and within content highly relevant to the target.
“Positioning Cajita Mostaza as a relevant option for children involved a key challenge: connecting with an increasingly digital, demanding, and dynamic audience. Together with Kidscorp, we developed a strategy that allowed us to present our offer in an engaging, positive, and responsible way, ensuring our message reached kids and their families in the best possible manner,” said Mostaza representatives.
From planning to execution
The campaign ran for four months, with adjustments made to formats and messaging to sustain interest and avoid saturation. The results were remarkable: more than 9 million impressions, view rates exceeding 85% (peaking at 94%), and a CTR of 3.14%, an outstanding figure for a campaign whose main goal was not direct conversion.
Furthermore, the campaign successfully positioned Cajita Mostaza as a recognizable and desirable choice among children, reinforcing its presence in a key segment.
“In campaigns targeting children, it’s not enough to simply be present. You must understand their timing, their platforms, and their codes. With Mostaza, we achieved the ideal combination of precise segmentation, relevant creativity, and 100% safe environments — resulting in high levels of viewability and recall,” said Pablo Molina, Head of Sales at Kidscorp.
When data, creativity, and environment align
This case demonstrates that connecting with new generations is possible — and highly effective — when it’s based on a deep understanding of the children’s digital ecosystem, using technology specifically designed for these audiences. With a strategy built on data, relevant creativity, and a specialized platform like Kidscorp DSP, Mostaza successfully brought its offer straight to the center of children’s attention: their screens.
–
About Mostaza
Mostaza is one of Argentina’s leading fast-food brands, with more than 200 locations across the country, making it the most widespread chain and one of the strongest players in the franchise market. The company employs over 10,000 people nationwide, a number that continues to grow as part of its expansion plan driven by its renewed business management model: Mostaza All In One.
