FLAVOR IS AMOR

Client: MegaMex — Herdez

Problem: Herdez was launching new grilling sauces at Walmart. They needed in-store consideration and emotional brand presence in a retail environment designed to ignore both.

Solution: Lead with the reaction, not the product. When the flavor hits that hard, Herdez doesn't need to say a thing — it just becomes the love.

Idea: "Flavor Is Amor." The campaign leads with what the sauce does — tactile, mess-forward, and impossible to ignore.

My Role: Concept development and art direction — platform creation, visual system, photography direction, and retail integration.

  • A person with long blonde hair and light skin is eating grilled meat skewers. They have some sauce and black sesame seeds on their lips and fingers. The person is wearing a blue denim jacket and a red shirt. There is a bottle of HERDEZ smoky habanero grilling sauce on the left side of the image with a background of patterned red with geometric shapes. The text 'MADE WITH AMOR' is written in white letters on an orange banner across the top.

  • Close-up of a man with dark skin and facial hair taking a big bite of a burrito filled with meat, vegetables, and sauce. There is a bottle of HERDEZ Tamarind Chile Grilling Sauce in the foreground, and a pink-patterned background with the text 'FLAVOR IS AMOR' and HERDEZ branding.

  • A woman is eating a vegetable skewer with grilled corn, green beans, and other vegetables, topped with sauce. There is a bottle of Herdez Garlic Lime marinade in the bottom left corner. The background is orange with a green banner that reads 'Taste is Amor'.

  • A person is close to eating a grilled corn on the cob topped with cheese and herbs. The background features advertisements for HERDEZ sauce and a bottle of HERDEZ Beer & Serrano grilling sauce.

OOH ADVERTISEMENTS

 

IBOTTA WALMART BANNER ADS

Execution: A retail-driven campaign across OOH and Walmart Ibotta placements — built around tight, sauce-forward food moments.

Impact: Positioned Herdez as the source of bold, lovable flavor — with a launch system that moves between Walmart retail and large-format OOH without losing anything.

Spec project, photography used for directional purposes. Final imagery would be custom shot.