A New Product Launch That's Full Of Beans

Founded by Fergus Chamberlain in 2012 after a visit to Oaxaca, Gran Luchito offers UK consumers an authentic taste of Mexico for their own kitchens. They seek to bring home-cooked Mexican meals to life using unique cooking processes, often made in Mexico, for each of the products.

As customers of the brand, Wildish & Co. reached out to Gran Luchito with fresh ideas around creative executions and activations as a brand they know, loved and wanted to work with. The timing coincided with Gran Luchito’s latest product launch, Refried Beans, being launched in the UK in the summer of 2019.

To date, Refried Beans in the UK have had a bad rap — typically tinned, mushed and brown. Gran Luchito wanted to change that with a product made in Mexico from an authentic, traditional recipe.

Gran Luchito decided to odo things differently with slowly simmered Pinto Beans with smoky Chipotle chillies, Red Peppers and Mexican spices for restaurant-style Refried Beans. We designed creatives concepts around this idea of ‘rediscovery’ and challenging the consumers traditional expectations of refried beans.

For design inspiration, we turned to the classic covers of 1970’s Mexican wrestling magazine, ‘Lucha Libre’ made famous by director Valente Perez, sub-director Jose Luis Valerois and chief photographer, Rafael Carrillois.

Emulating this style as a perfect connection between the spirited tone of the messaging and the existing brand identity, we held a shoot to create their very own classic Lucha Libre-style covers with a view to catch people’s attentions, and ultimately have consumers re-think a mostly forgotten product.