Concept Work: Developed as a proposed campaign direction for HERDEZ to support the launch of new product lines at Walmart. The client ultimately moved in a different direction, but this platform was designed to connect emotional brand storytelling with retail impact across OOH and Walmart focused touch points.
Challenge: Drive awareness and in-store consideration at Walmart for newly launched HERDEZ grilling sauces, while reinforcing the brand as a bold, culturally rooted flavor authority.
Insight: People don’t just eat good food. They love it. When flavor hits, it shows. On their faces. On their hands. In the moment. If HERDEZ is the flavor behind that reaction, HERDEZ becomes the love.
Creative Direction: Build a campaign platform around “Flavor Is Amor.” Celebrate real, unfiltered reactions to craveable food by capturing tight, tactile, sauce-forward moments of people fully immersed in flavor. Make HERDEZ the catalyst behind the love.
Execution: A retail-driven campaign system spanning Walmart-focused creative and OOH placements.
Impact: Positioned HERDEZ as the source of bold, lovable flavor while creating a scalable launch system designed to translate seamlessly from Walmart retail environments to large-format OOH and digital placements.
Role: Concept development and art direction across campaign visuals, including platform creation, visual system design, photography direction, and retail integration strategy.
