Background:
In the foodservice industry, Mission Tortillas set the standard by which other tortilla brands are measured. Their commitment to quality and authenticity of product is what the brand stakes its reputation on and what customers have come to expect. With this in mind, Mission wanted to refresh their brand ads while strategically targeting three specific audience markets: general audience, college and university, and hotel and lodging.
Concept & Execution:
Conceptually, the focus was to develop a look that could capture the authenticity of the Mission product and a voice that could exhibit the swagger of a superior quality tortilla. The result is a type-driven campaign centered around weathered painted stucco surfaces, amusing headlines, and beautifully plated food photography. Overall, the campaign dovetailed nicely with other brand initiatives and created one of the company’s most memorable and successful campaigns on record.
In the foodservice industry, Mission Tortillas set the standard by which other tortilla brands are measured. Their commitment to quality and authenticity of product is what the brand stakes its reputation on and what customers have come to expect. With this in mind, Mission wanted to refresh their brand ads while strategically targeting three specific audience markets: general audience, college and university, and hotel and lodging.
Concept & Execution:
Conceptually, the focus was to develop a look that could capture the authenticity of the Mission product and a voice that could exhibit the swagger of a superior quality tortilla. The result is a type-driven campaign centered around weathered painted stucco surfaces, amusing headlines, and beautifully plated food photography. Overall, the campaign dovetailed nicely with other brand initiatives and created one of the company’s most memorable and successful campaigns on record.
