For Rodeo Houston 2024, Fiesta Mart brought the sabor — and 34/56 Group brought the strategy. From creative concepts to live activations, we handled it all with a Texas-sized dose of flair.
The Challenge
Fiesta Mart wanted to make a major splash at one of the largest festive community events in Houston: the iconic Houston Livestock Show and Rodeo. They needed a 360° event marketing plan that included:
A custom-built, brand-aligned parade float
Eye-catching digital and in-store ads
Branded social media filters
Vendor management for giveaways, merch, and banners
An influencer collaboration
Support for ticket giveaways to Go Tejano Day & Los Tigres del Norte
34/56 Group took the reins (literally). We managed every moving part of this high-impact retail brand activation:
Designed and produced a 30-foot parade float celebrating Fiesta Mart’s Tejano roots
Handled event scheduling and vendor management from start to finish
Created branded Instagram filters for guests to share their Rodeo snaps and style
Launched bilingual digital and physical ad campaigns across grocery store locations
Collaborated with influencers and managed giveaways to drive buzz both in-store and online
More than 75,595 attendees over a 12-hour, action-packed day
Fiesta Mart awarded Best Theme winner for parade float, a tribute to the Lone Star State’s rich culinary, musical, and cultural heritage
High visibility, deeper brand engagement, and a next-level event marketing win for this Houston-based grocery store chain
