Scroll For Ad Creative Below

Created: Fall 2023

My Role: Strategist, Art Director, Copywriter

Insight: “Good Quality is as Apparent as Good Taste.”

Strategy Overview:

• Positioning: A premium alternative to traditional tortillas, emphasizing their unique ingredients, healthy carbohydrates, and low caloric content. A Siete Tortilla is not your average tortilla.Siete produces deliciously crafted tortillas with dynamic ingredients; Cassava Flour, Almond Flour, and Chickpea Flour. They have changed the tortilla scene forever.  No longer confined to only a combination of water and flour or masa, Siete Tortillas showcase how an already culinary-delicacy can be taken to the next level of taste and craftsmanship.

• Target Audience: Fit Franks & Healthy Heathers. Siete’s roots are offering gluten free alternatives, however their low calorie content have made them a popular swap in the diets of many health conscious consumers. These consumers are often college educated, have high disposable incomes, and frequent healthy lifestyle behaviors. At $9 for just six tortillas, they fail to be a tortilla for the “people”. 

• Messaging: Focus on justifying the cost by highlighting the quality and haute couture lifestyle attached to the consumption of Siete tortillas when compared to your standard tortilla. The difference between other tortillas and Siete is like the difference between a polyester t-shirt and a silk designer dress.

Creative Execution:

• Concept: Make parodies of fashion magazine covers that bring attention to Siete Tortillas in an interesting eye catching manner. 

• Media Overview: Distribute both as wild postings, magazines in waiting rooms and airlines, digital display & programmatic ads, and host an actual pop event during NYC fashion week featuring models dawning Tortilla Dresses. 

• Tagline: “ Tasteful Tortillas”