Las Chicas — Victor Maza

Heinz [Las Chicas]

[Brief]

The Heinz UK team approached us with a new product they wanted to launch in the British market, Mexican meal kits created and designed by Mexican chefs. The challenge? Standing out in a category dominated by the market leader, Old El Paso.

[Idea]

To make an impact, we needed to be subtle yet sharp, speaking directly to the category leader in a way that felt fresh and relevant. Without mariachis, mustaches or clichés, it was time to LEAVE OLD BEHIND.

[Ouput]

The campaign's multi-channel approach; TV, OOH, and social, proved a winning formula, helping us secure top positions on shelves and surpass Old El Paso in leading UK stores.

[VML Barcelona x Heinz UK]

Senior Creative & Lead Art Director
Art & Creative Proposal, Concept, Shooting and Post-production.

VML Creative Team: Paco Badia, Pipo Virgos, Irene Vidal, Paula Haguiara, Íñigo Pereda.
Director: Joana Colomar
DOP: Maria Codina
PP: Play Your Brand
Photography: Celina Martins