We are very excited to announce our first international project; a complete rebranding of the Palenque, Mexico-based company, La Carne Es Fría. For over 85 years, La Carne Es Fría (LCEF) has committed to producing the most high quality beef and pork products, supplying restaurants throughout Mexico and Latin America with organic, humanely-slaughtered meats.
Old La Carne Es Fría logo
Logo Update
LCEF approached HQ to breathe new life into their brand, but still needed to maintain the sense of the company’s heritage, a challenge, since the brand had undergone minimal updating throughout the years. Based on extensive Hispanic consumer research and testing, HyperQuake first created a new logo, maintaining the typographical quirk of the original, and incorporating their iconic mascot, the “sausage señorita,” (featured in numerous past ad campaigns, pictured above) updating her look to bring her into the modern world.
New La Carne Es Fría logo
New Growth: Products & Publicity
The second phase of the project, to extend LCEF’s offerings to the general consumer market, is directed towards the ultimate goal of helping LCEF become a global brand. No longer will consumers in North America, Europe and Asia have to send away to order their beef hearts and pig snouts, La Carne Es Fría aims to bring them right to their neighborhood grocery.
Packaging Mock-Up, in production now
To this end, HQ developed a full suite of CPGs for La Carne Es Fría, as well as a complete ad blitz, with TV, print and web-takeover ads appearing in over 5 languages in 27 different countries, popularizing the campaign’s slogan, “Nada De Carne Es Más Frío Que Nuestra Carne, ¡Comer, Spam™!” throughout the world.
Photo courtesy of Flickr user tequierotocino
Interactive Innovation
HyperQuake also flexed its digital muscles, developing a fully immersive website to showcase LCEF’s new offerings, giving consumers a centralized place to delve into all their favorite meats. The website features social tools, innovation and viral videos to help meat fanatics connect with each other, and the “Carne de Cañón” interactive Flash game, which has earned over 150,000 unique plays.
Visit LaCarneEsFria.com
Since working with HQ, La Carne Es Fría has experienced tremendous growth, and we are proud to have been key steakholders in their success!