Chimex released a new product line focused on grilling. The name of the brand: 'Tribus de Fuego' (Tribes of Fire) where the main goal was to create awareness across all Mexico, especially in those areas where barbecuing is not common practice.

Through the "Responde al llamado" (Answer the call) campaign, the brand wanted to show the benefits of immediately RSVPing "yes" to a barbecue invite, and we created several experiences inside and outside supermarkets to communicate it.