Grupo Lala: building a connected insights engine

Grupo Lala used Zappi to put their connected system to the test with their World Cup campaign that included packaging, advertising, and retail.

Key results

Top 5%

for package testing among Zappi's Mexico audience

Top 2%

for female audience testing with Zappi's Amplify TV tool

1 partner

across packaging, advertising and innovation

Zappi has become one of our key partners in our connected insights transformation. We're using the platform to quickly test almost anything that requires consumer research. With Zappi, we're confident that we can move fast, receive robust feedback, and deliver on time.

Lalo Luna

Consumer Insights Director, Grupo Lala

THE CHALLENGE

The case for connected insights

Grupo Lala is Mexico's leading dairy company, producing milk, yogurt, and other dairy products in 99% of Mexican households. As a brand embedded in Mexican culture and daily life, their goal was clear: build a connected insights function that could drive growth for the business.

When Lalo Luna joined as Director of Strategic Insights, his vision and Grupo Lala's were already aligned. For Lalo, that meant moving away from siloed research toward a fully integrated ecosystem, where marketing and insights teams work from the same consumer understanding. GoLALAzo, their first cross-category World Cup campaign, would be the first real test of that vision.

THE APPROACH

Fewer partners, stronger system

Lalo's approach wasn't to overhaul everything at once. It was to build the fundamentals first, then layer in a connected ecosystem where consumer insights are integral to business decisions. A central goal for the team was to democratize consumer knowledge across the organization, making it accessible and actionable for both insights and marketing teams.

A key part of building that foundation was consolidating Lala’s vendor landscape. Rather than working with a fragmented set of vendors, Lala moved toward fewer, better partners who could support an integrated way of working. Zappi became one of those core partners. Lala used Zappi not just for creative and innovation testing, but as the connective tissue across the campaign.

THE RESULTS

The World Cup campaign

GoLALAzo, Grupo Lala's World Cup campaign, was the first proof point for the new connected model. Spanning packaging, TV advertising, retail activations, and digital, the campaign demanded exactly the kind of connected thinking Lalo had been building toward. On the innovation side, Lala used Zappi's Activate It solution to test their limited-edition World Cup packaging, inspired by the Mexican national team jerseys. It scored in the top 5% for breakthrough in Zappi's Mexico audience, with strong trial intent behind it, confirming that the design would win at the shelf where it mattered most.

On the advertising side, testing revealed the long-form TV ad was building strong brand equity but leaving sales impact on the table. Using Zappi's Amplify TV solution, the team identified exactly where emotional resonance was happening in the ad and used those insights to build a shorter cut. The short-form ad was one of the strongest performing ads in the Mexican market, lifting female audience performance into the top 2%.

THE IMPACT

Insights as a growth engine

For Grupo Lala, connected insights isn't just a methodology, it's a fundamental shift in how the organization operates. When consumer knowledge sits at the heart of every decision, insights moves from a supporting role to a driver of real growth.

That shift has moved insights closer to the conversations that matter most. By democratizing consumer knowledge across the organization, Lalo and his team have earned a seat at the table as a genuine growth partner. GoLALAzo proved what that model looks like in practice, and it's the playbook Grupo Lala is bringing to future campaigns.