Love for spicy food is key in Mexican gastronomic culture. San Marcos has been part of this culture for over 60 years.
The launch of this campaign responds to a solid marketing and communication strategy to reinforce and refresh the brand’s connection with Mexican consumers.
This spicy category is very competed with several companies with years of experience in food related products. Even though San Marcos has been around for a long time, the brand had a more reserved approach in terms of communication.
Usually communication in this sector is very traditional and similar between brands. Our purpose was to find a differentiated approach for San Marcos that no other competitor could own.
The campaign is inspired in the love and sacredness of Mexican food and the concept is directly related to the brand’s name (San Marcos), that is directly related to a Saint so the new purpose of the brand is to help its faithful followers to divinize the dishes they prepare by bringing a miraculous ingredient that only San Marcos can provide through its top quality ingredients.
By mixing these ingredients the campaign idea “The Divine Touch” allows San Marcos to communicate through a unique and differentiated language and a spicy, humoristic touch anchored in Mexican culture insights.
The campaign is centered in our iconic chipotle as the flavor hero that touches the emotional fibers of our consumers. The “Divne” concept invites people to use our product to transform their dishes in to something extraordinary. We are convinced that this campaign will increase loyalty in the brand, and we are extremely satisfied with the work that MullenLowe Mexico has delivered.
Alejandra Azuara
(Marketing Director BIA North Cluster)
