In every case the media placement led the creative message – simple, instructive and helpful. In the UK, the Mexican aisle is towards the back of the shop. Our key ingredients – chicken, peppers and onions - are at the front. So we knew that we had to communicate early in the shop. If they hadn’t picked up ingredients already they wouldn’t go back. So we created a new media channel on chicken and peppers.

This integrated campaign delivered significant sales uplifts in a very competitive environment. It delivered 94% of Mexican category growth and 56% of total ethnic category growth.