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From the 14th Annual Shorty Awards

ampm National Horchata Day

Entered in TikTok

About this entry

Horchata is delicious. While most convenience stores haven’t heard of horchata, ampm has it on tap. It’s a differentiator for the brand and a cult fan favorite, but a lot customers – especially our younger Gen Z target – have never tried it. We wanted to give them a reason to try it and (hopefully) love it. Make horchata a new go-to fountain drink option and a reason to come ampm instead of the competition. Our goals were simple: 

Why does this entry deserve to win?

We knew horchata deserved to be celebrated and we knew our Gen Z target would agree if we could just get them to taste it. So, we created a holiday for it. 9/24 is now officially National Horchata Day. A special day to drink horchata, cement ampm brand love, drive social engagement and get fans into stores. 


And what better way to celebrate National Horchata Day than to throw a Fiesta de Horchata? The campaign was filled with colorful piñatas and cinnamon confetti, both digital and in the stores. Plus, ampm gave out a free small Horchata on 9/24. Social presence was an integral part of this campaign to reach our target and build buzz around Fiesta de Horchata and the free drink offer. And we created ampm's first-ever paid TikTok ads to build hype amongst GenZers around 9/24. 


For past promotions ampm has relied solely on cable TV, radio and Instagram/Facebook. But we knew we wouldn’t get our Gen Z target’s attention by following that script. We needed to not only run placements on TikTok but also create posts that were endemic to that specific channel. It took a lot of experimenting and convincing, but the result were two extremely effective video posts that took ampm’s irreverent and wry tone and evolved it to work in a new (to them) media channel and to connect with a younger audience. 


With a nominal budget this campaign generated over 57.7MM impressions. 

The two TikTok videos were responsible for generating 20MM+ of those impressions and reached 7.2MM users. TikTok also resulted in a 11.9% lift in ad recall, 4.5% in purchase intent, and accomplished all that with only a fraction of the overall media budget.


Video for ampm National Horchata Day

Entrant Company / Organization Name

RPA Advertising, ampm

Entry Credits