Peruvian cuisine is more than food; it’s a cultural treasure. Its ceviche has been added to UNESCO’s Intangible Cultural Heritage List and the cuisine reflects the nation’s diverse geography, traditions, and rich history. 

With more than 3,500 native varieties of potatoes, 50 types of corn, and more than 20 varieties of chilli peppers — along with ancestral culinary techniques blended with global influences — Peruvian food has gained worldwide acclaim.

This vibrant heritage not only reinforces national identity but also significantly boosts key economic sectors like tourism, agriculture, and exports.

Since the early 2000s, Peru has experienced a culinary boom, largely thanks to celebrated chefs such as Gastón Acurio. Their efforts have revitalised local ingredients and preserved time-honoured traditions, taking Peruvian cuisine to new heights at home and abroad.

This culinary renaissance has been pivotal in nurturing new talent and enhancing the country’s competitiveness on the global stage. Iconic dishes like ceviche and pollo a la brasa, which are celebrated with dedicated national holidays, serve as enduring symbols of Peruvian pride and culture.

In this rich cultural framework, El Comercio has played an essential role through its magazine Somos. Launched in 1986 in print format and expanded to digital format in 1997, Somos accompanies our readers on Saturdays on topics of culture, gastronomy, and entertainment.

Resetting the table

In 2022 and 2023,  however, El Comercio faced a significant challenge. The platform saw a drop of 7 million unique users, of which 53% were occasional visitors who showed minimal engagement.

Faced with this setback, the goal was clear: transform anonymous readers into registered, engaged users by leveraging the strong emotional bond that the public has with Peruvian cuisine.

To meet this challenge, the audience team at El Comercio, in collaboration with the editorial team, launched the Premios Somos campaign.

Drawing inspiration from the deep connection Peruvians feel toward their food and the high-quality content of Somos, the campaign was designed as an interactive voting platform.

Readers were invited to choose their favourites in 42 different categories, thereby recognising the most influential figures in Peruvian gastronomy. More than just an awards initiative, the campaign evolved into a two-way conversation that empowered users and fostered a sense of community.

The campaign was backed by a comprehensive 360° engagement strategy that employed multiple channels and tactics to maximise its impact. A multi-platform approach was implemented, encompassing the Web site, social media channels, video content, and self-managed print advertising.

Additionally, specially curated editorial articles were created to highlight the campaign, the richness of Peruvian cuisine, and the nominations, all aimed at generating heightened interest.

An automated onboarding sequence via personalised e-mails was set up to guide participants and familiarise them with the platform. Moreover, a remarketing strategy was employed where nominees shared links, effectively amplifying the campaign’s reach and viral potential.

Satisfying finish

The results were nothing short of remarkable.

The campaign achieved a 271% increase in landing page traffic and attracted 51,274 new registered users — five times the number typically seen in regular campaigns. Furthermore, there was a 200% boost in the average reading time per user.

Social media engagement also soared, with 14X more comments, 13.5X more shares, and 4.9X more clicks than previous initiatives. User behaviour transformed significantly, as the average number of articles read per month increased from one to five, and the number of sessions per month rose from one to 12.

The campaign culminated in a live gala event that brought together winners, industry leaders, and highly engaged users. This celebration not only honoured the achievements within the culinary sphere but also strengthened brand loyalty and solidified an active, vibrant community around the magazine.

The Premios Somos campaign demonstrated that when engagement is built on genuine passion and cultural connection, it can turn passive readers into active community members, yielding real and lasting results.

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