“Mexican Is Herdez” campaign
Contributed by Stephen Coles
on May 10th, 2020. Artwork published in
.
Compañia Comercial Herdez was established in Monterrey, Mexico in 1914. Today, as Grupo Herdez, the brand is “a leading producer of shelf-stable foods and one of the main players in the ice cream category in Mexico, as well as one of the leaders in the Mexican food category in the United States”. In 2019, Herdez launched its “Mexican is Herdez” salsa campaign for the U.S. market, with the keywords, “loud, aromatic, vibrant, bold,” and “fresh flavors with an attitude”.
TV ads, web graphics, and other campaign materials, including a lotería game, feature the typeface Form by French designer Maxime Francout. The designers (unknown at this time) sometimes mix upper- and lowercase, or rotate the ‘x’, such as in the tagline.
8 Comments on ““Mexican Is Herdez” campaign”
The agency is BBDO San Francisco
Thank you! Added.
Thanks Florian!
Wow! I love this commercial! First time I saw it on TV I said “Yes!”. It embodies the strength, color and spirit of Mexico. I am of Mexican descent and if we’re anything it’s strong! Love this ad.
Why this use is not available on my profile?
Maxime, on Fonts In Use, there are various profile pages.
The contributor profile page lists all published uses that were contributed by you.
The designer profile page lists all uses that were designed by you (at the time of writing, there is no such page for you, because we haven’t published any of your graphic design work yet).
Last but not least, the type designer profile page lists all uses that feature typefaces designed by you.
This use does appear on your type designer profile page, because it features your Form. It’s not listed on your contributor profile page, because it was contributed by Stephen.
Uses can only be assigned to one contributor profile. In this regard, Fonts In Use is different from other sites like Behance.
I actually created the post for this project lol. It was taken away from me and given to someone else… Weird.
Maxime, you are mistaken, or you misremember. Maybe you intended to do create a post about this project yourself, too – I don’t know.
But this post – as shown above – was created and published by Stephen in May 2020, just like the credit line and the timestamp say. It was not moved retroactively to a different account. I can see that in the logs.
If you don’t trust my word, head over to the Internet Archive where you can see a capture of the page made shortly after publication, with Stephen credited as contributor. It doesn’t have the design credit for BBDO San Francisco yet – that was added by me following your comment from September 2020 (in which you didn’t raise an attribution issue).