¡Yo Quiero!
INTEGRATED CAMPAIGNS + IDENTITY SYSTEM
Dips are a staple at snack time, parties, and gatherings, but most brands feel familiar and safe.
Yo Quiero had the flavors people love, but its personality hadn’t broken through.
Our goal was to give the brand a bold, confident voice that could live everywhere from social to out-of-home. We built a creative campaign to make the brand impossible to scroll past.
ROLE
Art Director & Designer
DELIVERABLES
Paid Social • OOH • Display Ads
• Animated GIFs• Organic Social Assets
Concept
PROBLEM ¡Yo Quiero! had strong products but low awareness, so we needed to make the name memorable in just seconds.
INSIGHT Gen Z and Millennials connect with brands that show personality, humor, and attitude.
IDEA We turned Yo Quiero into a mnemonic device, YO!, making the brand bold, playful, and impossible to forget.
Campaign System
I developed a vibrant and flexible system that could scale across channels while still feeling unforgettably like ¡Yo Quiero!.
Visual Directions
Direction 1: Snack in Hand
Direction 2: Talking Tubs
Direction 3: Perros
Organic Social Extensions
INSTAGRAM HIGHLIGHT COVERS + ANIMATED GIPHY STICKERS
The visual system was designed to extend naturally into organic and social moments using the same consistent look and feel.
Results
+26% sales increase across eight markets
$1.3M sales lift from a modest media spend over three months
11.4M impressions and 70K+ clicks across midyear campaigns
The campaign helped reinforce Yo Quiero’s unapologetic personality across key channels, driving strong engagement in paid media.
CREATIVE TEAM
CDs: John Roberts & Buffy Kelly
AD for Snack in Hand: Buffy Kelly
Photographer: Lew Dameron & Happy Carter
Production: Happy Carter
Copywriter: Megan Johnson
Agency: Wray Ward
The work doesn’t stop here.
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