Tia Rosa is the #1 tortilla brand in Mexico but had yet to be launched in the Canadian market. Canada Bread, under its Grupo Bimbo parent company, saw this as a ‘white space opportunity’ to grow a market share that focuses on truly authentic Mexican. Cundari created the strategic positioning which combats the number one competitor (Old El Paso) whose household name is actually a ‘Tex Mex’ style of meal kit, and not authentically Mexican. The comms platform – Loved in Mexico, now in Canada, utilizes this #1 positioning as a way to differentiate in the marketplace. The creative focused on driving awareness for the brand in a playful manner, and also ladders back to the global essence ‘heart and soul of Mexico’.