ABOUT

OBJECTIVE
Kraft Heinz tasked PB Creative with developing and launching a new authentic mexican food brand to disrupt a bland and cliche filled tex-mex category.

Context
When asked what makes Mexican food so special, Heinz's research revealed that 95% said "Las Mujeres de Mexico" - The Women of Mexico. Despite women's historical role in shaping Mexican cuisine, the culinary industry suffers from a gender gap, with only 6% of global head chefs being female. This brand creation aimed to raise awareness and transform kitchen culture, whilst bringing authentic Mexican flavours to global homes.

CHALLENGE
The mission was to champion authenticity and inspire confidence to prepare real Mexican cuisine at home.. To do this, it had to combine the recipes and illustrations by Mexican women to launch a truly authentic brand in Las Chicas, challenging category convention.

CREATIVE IDEA + EXECUTION
Cooked up from the brand idea ‘Fiercely Mexican’. We adopted a proudly feminine and refreshingly unique visual identity, building a distinctive and authentic suite of ownable assets: from the screen-printed mark, our ‘papel picados’ and the vibrant illustrations from esteemed Mexican artist, Ales Ballesteros. Creating a bold brand world that disrupts a cliché filled tex-mex category.

The first product line includes marinades, totopos, and meal kits, each variant having bold colours against the brand's Mexican Pink. Simple instructions complemented the brand story, emphasising its central position to the brand’s design.

Building the brand it was important to us that this project was delivered by our female-led team of strategists and creatives, and hugely gratifying to collaborate with Kraft Heinz on a project that symbolises real-world action against gender equality.

OUTPUT
Las Chicas has launched September 2023 and has set out to transform the Mexican cooking kit landscape, bridging the gap between convenience and genuine flavours. By winning hearts through its appeal, there will be a possibility to close gender equality gaps through brand-driven social enterprises in an industry that has long lacked these.

The brand has successfully launched in Asda, Waitrose & Ocado, with more markets on the horizon.

AWARDS

Transform Awards
Best development of a new brand SILVER
Best development of a new brand within and existing portfolio SILVER
Best visual identity in the FMCG Sector GOLD