Wildish & Co. uses Lucha Libre style artwork of the 70’s for Gran Luchito to encourage consumers to ‘think again’ when it comes to Refried Beans.
Founded by Fergus Chamberlain in 2012 after a visit to Oaxaca, Gran Luchito offers UK consumers an authentic taste of Mexico for their own kitchens. They seek to bring home-cooked Mexican meals to life using unique cooking processes, often made in Mexico, for each of the products.
As customers of the brand, Wildish & Co. reached out to Gran Luchito with fresh ideas around creative executions and activations — essentially, as a brand they know, loved and wanted to work with. The timing coincided well with Gran Luchito’s latest product launch — Refried Beans, launched in the UK early summer 2019. To date, Refried Beans in the UK have had a bad rap — typically tinned, mushed and brown. Gran Luchito wanted to change that with a product made in Mexico from an authentic, traditional recipe. They slowly simmered Pinto Beans with smoky Chipotle chillies, Red Peppers and Mexican spices for restaurant-style Refried Beans.
Wildish & Co. designed creatives concepts around this idea of ‘rediscovery’ and challenging the expectations of refried beans.
For design inspiration, they turned to the classic covers of 1970’s Mexican wrestling magazine, ‘Lucha Libre’ made famous by director Valente Perez, sub-director Jose Luis Valerois and chief photographer, Rafael Carrillois .
Emulating this style as a perfect connection between the spirited tone of the messaging and the existing brand identity, Wildish held a shoot to create their very own classic Lucha Libre-style covers in order to catch people’s attentions, and have them re-think a mostly forgotten product.
Wildish & Co. executive creative director, Jake Allnutt, says “although almost everyone knows what refried beans are, and have tried them, people don’t consider them probably from bad past experiences in the UK. We wanted to completely challenge that, we wanted to inject an almost punk-like zeal into the creative and grab consumers who might be looking for inspiration and hadn’t considered this as an option. It’s perfectly positioned to do this as well as a highly disruptive brand really taking off in the emerging UK food space.”
The ads were run this week as a primary double-spread in August’s edition of Foodism magazine.
Gran Luchito’s Refried Beans are available in the Mexican sections of Tesco, Ocado and Wholefoods (as well as Waitrose from August 28th).
About -
Wildish & Co.
www.wildishandco.co.uk
Sam Fresco, Strategy Director
sam@wildishandco.co.uk
+44 7593 741781
Wildish & Co are a creative agency with studios in Hackney and Marlborough.
Through our creative, we can help transform emerging brands, future-proof the world’s most trusted businesses and help startups to catch their big break.
Clients include BBC, Canon, Hiscox, MTV, Mercedes, Heineken, SodaStream, Kabuto Noodles, Buxton Water, BNP Paribas, San Pellegrino & Kinder Bueno.
Gran Luchito
www. gran.luchito.com
Allison Sands, Head of Marketing
allison@luchito.com
0203 291 1951 ext. 104
Gran Luchito is the authentic taste of Mexico. We use traditional recipes and high quality ingredients to bring authentic Mexican to your kitchen. It was started back in 2012 when finding decent Mexican food in London was still harder than finding water in the Mexican desert. It is now sold in Supermarkets and Fine Foods Stores all over the UK, Europe and Australia.
