Tajin

The Brief Tajin wanted to introduce their classic and new product lines to a diverse Snapchat audience ahead of the summer grilling season. The central challenge was to create ads that authentically represented diverse Latin cultures and showcased the product's versatility in unique, culturally-specific recipes.

The "Why" / Creative Insight Authenticity in food comes from culture and heritage. To introduce Tajin to a diverse audience, we needed to go beyond generic recipes and celebrate the unique dishes born from real at-home chefs.

Strategic Direction My strategy was built on direct collaboration and cultural respect. I led the charge to build a roster of bilingual creators from diverse Latin backgrounds across the US. We provided the core messaging, but empowered them with the creative freedom to tailor the delivery and share their own unique family recipes, showcasing Tajin as the centerpiece of their heritage.

Results This approach armed Tajin with a suite of video ads that were truly authentic to both their brand and the diversity of the cultures they represent. The campaign was a vibrant celebration of flavor and family, resonating deeply with a broad, multicultural audience.

My Role Creative Lead, Art Director, Copywriter

Producer Isabella Sanders