Celebrating roots on Mexico Rico social ads

Social Media Design | Illustration Design

Mexico Rico is a platform created by La Costeña, a Mexican food brand. Their purpose is to share top recipes made with ingredients of the brand, in order to build a food community to support and promote the Mexican cuisine in the United States.

Challenge:
Mexico Rico briefed Superside to conceptualize a social campaing to celebrate National Hispanic month. Our concept highlighted the importance of making traditional food and was rolled out into a full month-long campaing. This included tactical ideas that tapped into how users engaged on different platforms. They were invited to share their favorite dance, music and food.

Direction:
The campaign look and feel, aimed to celebrate real customs, people and joy, using vibrant and strong colors and an hispanic style. Additionaly, the copy was inspired by "Spanglish" and combine Spanish and English words as in #CelebremosOurFood. As result, Mexico Rico social channels had a significant increase of 60% in engagement.