About Calimax
Calimax is the largest supermarket chain with over 100 stores serving Baja California and Southern California, primarily focusing on San Diego County.

About the Crazy Cart (“El Carrito Loco” in Spanish) Calimax campaign:
Calimax’s character, The Crazy Cart, is finally returning after Covid. The Crazy Cart” or “El Carrito Loco” in Spanish, is the Calimax brand character mascot, ambassador, and spoke person. Mascots are gaining excellent popularity today thanks to the Internet and social media.

Calimax jumped on the internet wagon with a promotional, awareness, and informative campaign focusing on the San Diego domestic and Hispanic market utilizing their well-known and loved character.

We created and designed the new mascot, The Crazy Cart or El Carrito Loco, in Spanish. He lives in the Calimax logo and loves to come out to inform Calimax of benefits and promotions. Nevertheless, he loves showing off as he is very proud of its owner.

Brand relevance:
During COVID, Calimax canceled all Crazy Cart onsite and ground promotions. Calimax’s clients insistingly have been asking for his return and all the onsite promotions.

Bringing back The Crazy Cart reaffirmed the Calimax brand in Baja, California, and strengthened it in the USA. As a result, the brand positioning had a considerable increase and was re-established after COVID-19.

Design and Innovation:
By enhancing the Crazy Cart visuals, structure, back story, and communication, we refreshed and updated the Calimax brand image. Along with new promotions and outreach in traditional and contemporary digital methods of communication, such as social media, SMS, online advertising, and more, we were able to reach our traditional and new target markets. The campaign targeted formats such as online video, the Calimax website, internet banners, social media, local TV, and email blasting.

We also redesign the character, enhance its visual features, design, and personality, and produce it in higher quality animation. We scanned the file Photoshop designs and created 3D models to achieve the final Crazy Cart. We utilized Z-Brush to create, modify, and build the Crazy Cart model from the original illustration. When finished, we painted the model and added real scanned materials like aluminum, rubber, etc., to add a realistic touch to the cart design. We added lighting, ambiance, reflections, and other FX in Maya, After FX, and other applications.

Campaign methods and process:
Calimax needed onsite promotions and customer communication. We revive their one successful promotion: The Crazy Cart. We reintroduced The Crazy Cart, and people automatically knew all Calimax onsite promotions were back.

The Crazy Cart campaign includes the website, social media, TV, and outdoor promotions. The project is a video for online use on the Calimax website, internet banners, social media, local TV, and email blasting. Our campaign also included direct marketing, branding positioning, and online brand presence, such as social media, banners, and email blasting.

In addition, we produced traditional printed materials, PR activities, sales presentations, sponsorships, and trade show appearances, among many others.

Audience:
Our audience consists of consumers and the general public of Tijuana and San Diego, as well as onsite and online shoppers who know the Calimax brand.

Touchpoints:
The Crazy Cart’s return established the Calimax brand promise and message as its spokesperson and most lovable character. The Crazy Cart brought a cohesive narrative encompassing and communicating Calimax goods, benefits, facts, and feelings to our community. Our consumers now identify with the Crazy Cart to get discounts, promotions, and general information with a fun and friendly face, thus increasing the customer flow in all stores and online.