A Credible Partnership
Role: Concept/Ideation
A gas station isn’t the first place people think of when they think handmade, quality food. Laredo Taco Company needed a fresh, creative way to communicate that inside their local Stripes or 7-Eleven, they can find a true taqueria, with handmade tortillas and fresh ingredients.
Authenticity is a difficult thing to define. You know it when you see it. We proposed to LTC that aligning their brand with a respected taco journalist like Mando Rayo would be the perfect way to show off their roots and tell their unique story to a broader audience.
Mando Rayo/IDENTITY Productions
Mando’s reputation as a taco lover and media personality (not to mention his enthusiasm and sense of humor) helped to lend credibility and authenticity to Laredo Taco Company’s “Made Right Here” campaign. Our proposal resulted in a video series that successfully shifted the narrative from convenience to craft, resonating with taco lovers across Texas.
Producer: IDENTITY Productions
Director: Dennis Burnett