José Olé was ready to heat things up with the launch of a new premium tier of taquitos. But to break through in a crowded frozen foods aisle, the brand needed more than a product story — it needed a big idea that could spark attention, drive trial, and inject fresh energy into the entire portfolio. The challenge was to create campaign activations that would work wherever shoppers make decisions, from the freezer case to their social feeds, while also strengthening the brand’s foundation for the long haul.
Campaign Design Strategy
We created a cohesive visual and verbal system that brings the campaign’s big idea to life with consistency and instant recognition. The design strategy defined not only how the brand shows up across every touchpoint, but also how the campaign expression flexes, tiered intentionally between core and premium offerings for clarity and impact.
CORE TIER ASSETS
Vibrant contrasting colors combinations, paired with candid lifestyle photography captures a lively sense of movement. Stacked color waves and repeating type create rhythm and make a bold statement.
PREMIUM TIER ASSETS
A sophisticated color palette drives distinction from core, while signature brand yellow is used as an accent. Abstractions of Mexican patterns are overlayed in small touches, reinforcing craft.
