No tiene rival.
Tia Rosa x Chile , 2024.

The task at hand

Increase relevance and differentiation against “Pancho Villa” competitor.
Strength Tia Rosa identity as the authentic mexican brand.
Bring awareness around the new brand identity. 

The problem

Chileans have no real connection to Tia Rosa. Their tortilla purchase are purely functional. 

The Insight

However, Chileans have embraced Mexican culture more than they realize. From Lucha Libre to Telenovelas, Mexico has been part of them. 

The Strategy

Show Chileans that Tia Rosa delivers the authentic mexican culture to their table. 

The brand advantage

Tia Rosa is the only true Mexican tortilla and the true taste of mexico in Chile.