The brand’s message is “take care of your family”, as it is a baked product, which is healthier than the fried products Mexicans are used to accompanying their food with. Based on this benefit, we created a situation in which the family decide to cover up a sad fact in order to prevent the child of the house from suffering. When it is clear that the plan is about to fail, the family resort to talking about the pros of our product in order to distract the boy, who finally gives in and sets about eating.