Campaign summary
The largest manufacturer of tortilla wraps in the world, Mission is a Mexican legend. Six years ago they chose Brass to help them launch their Deli Wraps in the UK. Through a series of eye-catching TV and press adverts we quickly propelled Mission to market leader. Since then, we've created websites and on & off line adverts for more of their ranges - including TV idents for Mission Mexican's sponsorship of Thomasina Miers' new cookery programme!
The brief
Launching an unknown brand with an unfamiliar product into an untested marketplace is never easy. But that was the first challenge Mission set us in 2006 when they asked us to create a simple sampling campaign for their new Deli wraps. Subsequently, we've worked with them to generate a myriad of integrated campaigns including a series of TV commercials, press adverts for the Flatbreads of the World range, TV sponsorship for the Mission Mexican range, and a halo positioning (and website) across all their ranges which invited visitors to "Put some Mission in your Kitchen!"
The approach
It's hard to believe but not many people knew what a wrap was back in 2005!
So the first TV ads we created had an educational focus, featuring mouth- watering shots of Mission Deli Wraps in various serving suggestions - including desserts. The following TV commercials emphasised the Mission brand and through the magic of special effects put a Mission style steeple on rooftops across Britain! For Mission Mexican we wanted to highlight the range's authenticity. So we created 7 visually stunning idents shot on location in Oaxaca, southern Mexico. These followed a British mum as she explored the town's colourful markets, stalls and cafes and were used to sponsor the top rated Channel 5 programme "Mexican Food Made Simple" - hosted by renowned Mexican restaurateur, Thomasina Miers.
The result
In 2005 the UK market for wraps was worth just £20million. Today it's worth £59million and Mission is now the UK's leading brand in the category with a £22million market share. Their website has had over 22,000 visitors in just three months, and their other ranges are all doing well - having secured listings in the major supermarkets.