Herdez Mexican Food Campaign | Narrative Brand Story | Clapboard

Mexican is Herdez

Description

The Mexican is Herdez campaign, launched in the United States in October 2019, showcases Herdez's authentic connection to Mexican culture through a compelling film medium advertisement. Developed by the renowned ad agency BBDO, the campaign strategically positions Herdez as a brand that embodies genuine Mexican flavors, reflecting both heritage and quality in the competitive food industry. Through evocative storytelling and visually rich media, the campaign aims to resonate deeply with consumers seeking authentic culinary experiences, reinforcing Herdez's identity as a staple of Mexican cuisine. By leveraging film, the campaign utilizes emotional appeal and cultural pride to strengthen brand loyalty and engage audiences on a personal level, creating a memorable impression that differentiates Herdez in the marketplace. This singular media asset encapsulates Herdez's commitment to cultural authenticity and premium quality, making a significant impact within its target demographic. The campaign’s timing and creative execution align closely with evolving consumer preferences for genuine food experiences, underscoring the brand’s dedication to celebrating Mexican heritage in an accessible and relatable way.

Credits

Client

Herdez

Agency

BBDO

Producer

David Lubars, Matt Miller, Whitney Ferris, Margot Sanne, Luga Podesta, Jordana Freydberg, Gosia Herman, Mary Alice Butler

Creative Director

Jason Moussalli, Adam Balogh

Account Management

Jacqueline Djanikian, James Campbell, Virginia Cardozo

Director

Courtney Phillips

Cinematographer

Galo Olivares

Production House

Yella

Crew

Roisin Moloney

Music

Sailorfag – ‘Amiga Date Cuenta’, One Union

Post Production

London Alley, Iván Ovalle, Eric Wysocki, Brock Humphrey, Luis Caraza, Velem, Houmam Abdallah, Charlie Uniform Tango, Ivan Khudolly, Joaby Deal

Motion Graphics Artist

Gray Wilcox

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Campaign Proposition

The "Mexican is Herdez" campaign by BBDO for Herdez positions the brand as an authentic representation of Mexican cuisine in the United States. The campaign’s core proposition centers on cultural authenticity and pride, aiming to bridge the gap between Mexican heritage and American consumers by emphasizing genuine Mexican flavors and traditions. By doing so, it promises a culinary experience that is both rooted in heritage and accessible to a broader audience seeking authentic ethnic food options. From a market strategy perspective, the campaign leverages the growing multicultural landscape in the U.S., where consumers show increasing interest in authentic and diverse food experiences. The insight driving this narrative appears to connect with second-generation Mexican Americans and multicultural consumers who value cultural identity and authenticity in their food choices. By telling a story that celebrates Mexican heritage with a confident and relatable tone, the campaign invites the audience to embrace the cultural richness behind Herdez products, rather than viewing Mexican cuisine through a generalized or commercialized lens. The narrative approach fosters an emotional connection through storytelling, differentiating Herdez in a crowded market by highlighting its deep cultural roots. This strategic angle not only reinforces brand loyalty among existing customers familiar with Mexican cuisine but also educates and engages a wider audience drawn to genuine ethnic food experiences.

Creative Device

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign, titled "Mexican is Herdez," emphasizes brand identity and cultural authenticity rather than highlighting a specific problem, an explicit demonstration, or a narrative arc. Given its focus on defining the very concept of "Mexican" through the Herdez brand, the creative device most closely aligns with highlighting a Unique Personality Property. The campaign likely leverages the heritage, authenticity, or unique roots of Herdez to position it as the quintessential Mexican food brand for U.S. audiences. The use of the definitive "is" in the title signals a bold, identity-driven statement typical of format #11, where the campaign works to own a category space through distinctive origin or personality. There is no explicit celebrity, testimonial, parody, or comparison foregrounded; instead, the product’s unique cultural claim and identity take center stage.

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