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Estafeta Reframes Mexican Logistics With We Can With the Complete Package
Estafeta's 'We Can With the Complete Package' is a 2023 integrated campaign created by Birth Group that repositions the brand from a conventional parcel courier into a comprehensive logistics integrator serving eCommerce businesses across Mexico and in more than 220 countries and territories worldwide.
Estafeta is a 100% Mexican company and a recognised leader in logistics solutions across the Mexican market. The campaign launched in February 2023, built around a single strategic ambition: to communicate that Estafeta's infrastructure, tools, and customisable supply chain capabilities make it the right partner for businesses of any scale looking to grow. The core proposition centres on adaptability — the idea that Estafeta can identify gaps in a client's supply chain and configure its services to close them, whether the destination is a neighbouring city or an international market. The campaign ran across television, radio, out-of-home, social media, and digital platforms, according to Birth Mx, giving the message broad reach inside Mexico while maintaining channel consistency. A single 60-second audiovisual asset, produced in collaboration with production company Humano, anchored the campaign's film presence, per birthgroup.org. The Clapboard Score for this campaign is 55 out of 100. The score reflects a campaign that executes its repositioning brief with clarity and professionalism but operates within conventional category codes rather than breaking new creative ground. The geographic focus of the campaign is Mexico, with the national logistics infrastructure serving as the central proof point before broadening to Estafeta's international reach. This inside-out structure — from Mexican expertise to global capability — mirrors the brand's own identity as a proudly domestic company competing at an international scale.
Mexico's eCommerce logistics market generated approximately US$7.91 billion in revenue in 2023, according to Grand View Research, with transportation alone representing approximately 70.53% of that figure. That same source projects the market will reach approximately US$34.36 billion by 2030, implying a compound annual growth rate of approximately 23.4%. Against that backdrop, Estafeta's decision to reposition as a logistics integrator rather than a parcel courier was a direct response to where commercial demand in Mexico was heading.
The strategic task assigned to Birth Group — selected by Estafeta following a competitive pitch in 2022, per birth.mx — was to elevate the brand's perceived value among eCommerce operators who increasingly require end-to-end supply chain capability rather than point-to-point delivery alone. In Mexico, online card sales were estimated at approximately US$45 billion in 2023, with online transactions representing more than 23% of debit- and credit-card sales, according to Prodensa. That scale of digital commerce creates intense pressure on logistics providers to demonstrate flexibility, reliability, and scalability simultaneously. Estafeta's principal competitors in the Mexican market include DHL, which operates an established international network, and FedEx, which competes directly on both domestic and cross-border express delivery. The 'We Can With the Complete Package' campaign differentiates Estafeta by foregrounding its Mexican identity and its capacity to customise — attributes that global carriers structurally cannot claim with the same authenticity. Griselda Hernández, representing Estafeta, described the resulting campaign as the product of close teamwork with Birth Group and characterised its visual language as fresh and innovative, as reported by trade publication T21/TyT on 28 November 2023.
Birth Group submitted the campaign through VP Creativo Ángel Sánchez. The creative team also included Oswaldo Hernández, Héctor Chávez, and Efraín Montalvo, whose contributions are documented in the campaign's production record on Clapboard. The campaign's title, 'We Can With the Complete Package' — rendered in Spanish as 'Podemos con el Paquete Completo' — functions as both a literal service claim and a colloquial expression of confidence, giving it tonal range that works across the campaign's varied channels.
Birth Group and production company Humano constructed the campaign around a single 60-second audiovisual asset, per birthgroup.org, a disciplined choice that concentrated creative investment in one piece of film rather than fragmenting it across multiple executions. This approach suits a repositioning brief: a longer-form film allows the brand to build an argument rather than simply assert a tagline. The visual language was described by Griselda Hernández of Estafeta as fresh and innovative, as reported by T21/TyT, suggesting the creative departed from the utilitarian aesthetic common to logistics advertising in Mexico. The campaign extended from that film foundation across television, radio, out-of-home, social media, and digital platforms, according to birth.mx — a full-channel deployment that reflects the ambition of a brand making a substantive market statement rather than a tactical promotional push. The Spanish-language execution is consistent with the campaign's emphasis on Estafeta's Mexican identity, reinforcing the brand's domestic credentials at a moment when that provenance carries genuine competitive value against international logistics operators active in the Mexican market.
Estafeta and Birth Group won the Premio AMCO 2023 in the Plan de Comunicación Externa category for 'Podemos con el Paquete Completo', as reported by trade publication T21/TyT on 28 November 2023. The AMCO award is a recognised benchmark in Mexican marketing and communications, and the External Communications Plan category specifically evaluates how effectively a campaign builds understanding of a brand's offer among its target audiences — making this recognition directly relevant to Estafeta's repositioning objective.
No verified third-party performance metrics — such as brand tracking shifts, media reach figures, or commercial conversion data — are publicly available for the campaign beyond the award recognition and the view and engagement data recorded on the campaign's public submission. The campaign recorded 2,155 views and 5 likes on its archived submission, per Clapboard. Structurally, the campaign's effectiveness case rests on the coherence between its strategic brief and its creative output. The repositioning from courier to logistics integrator is communicated with consistency across channels, the 60-second film format allows sufficient narrative space to substantiate the brand's claims, and the full-channel deployment across television, radio, out-of-home, social media, and digital in Mexico ensures the message reached audiences at multiple touchpoints. The AMCO award provides independent validation that the campaign achieved its external communications objectives as assessed by industry peers in Mexico. The Clapboard Score of 55 out of 100 reflects that validation while also signalling room for greater creative distinctiveness within a category where technical competence is a baseline expectation.
'We Can With the Complete Package' is a 2023 integrated campaign by Birth Group for Estafeta. It repositions the brand as a full logistics integrator in Mexico rather than a conventional courier. The campaign ran across television, radio, out-of-home, social media, and digital platforms, anchored by a 60-second film produced with Humano.
Birth Group created the campaign. VP Creativo Ángel Sánchez submitted it, with Oswaldo Hernández, Héctor Chávez, and Efraín Montalvo also credited. Birth Group was selected by Estafeta following a competitive pitch in 2022, per birth.mx, and partnered with production company Humano to produce the 60-second film.
Estafeta and Birth Group won the Premio AMCO 2023 in the Plan de Comunicación Externa category. The award was reported by trade publication T21/TyT on 28 November 2023 and recognised the campaign's effectiveness in communicating Estafeta's repositioning as a comprehensive logistics partner across Mexico.
The campaign aimed to reposition Estafeta from a parcel courier into a customisable logistics integrator. The strategy responded to Mexico's growing eCommerce logistics market, targeting businesses that require scalable, end-to-end supply chain solutions rather than simple point-to-point delivery services.
The Estafeta campaign holds a Clapboard Score of 55 out of 100. The score reflects clear and professional execution of a repositioning brief but indicates the campaign operates within conventional category codes, leaving room for greater creative distinctiveness in Mexico's competitive delivery services advertising landscape.
Estafeta differentiates by emphasising its identity as a 100% Mexican company with customisable supply chain solutions. Competitors DHL and FedEx offer strong international networks but cannot match Estafeta's domestic provenance claim. The 'We Can With the Complete Package' campaign made that Mexican identity a central strategic asset.
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