As a student brief, we were assigned Santa Maria as the client and tasked with creating a sub-brand targeting Millennials and Gen Zs—young adults with packed schedules balancing work, study, and social lives. The goal was to develop a quick, tasty fix that preserved Santa Maria’s fan-favorite flavors and core values, while introducing a brand that’s both cool and relatable for a younger crowd, all while nodding to the legacy of Santa Maria.

The idea for Hola Maria was rooted in understanding the fast-paced lives of Millennials and Gen Zs—busy with work, studies, and social engagements, leaving little time for cooking. Research showed that 72% of Millennials and 66% of Gen Zs rely heavily on takeout, but there’s growing demand for meal kits that offer quick, hassle-free cooking with an authentic touch. This audience values convenience but also craves the satisfaction of hosting or making home-cooked meals for friends or dates without extensive effort.

Recognizing this need, Hola Maria was designed as a friendly, approachable sub-brand that simplifies Tex-Mex cooking while preserving Santa Maria’s signature flavors. It speaks directly to young adults’ desire for speed, ease, and quality, presenting itself as the go-to "friend" that helps them create flavorful moments, even in their busiest schedules.

Hola Maria bridges the gap between convenience and authenticity, offering busy young adults a way to create meaningful, flavorful moments with ease.

From the brand name "Hola Maria" to a complete campaign strategy, the focus was on making Tex-Mex effortless and fun. I crafted a visual and messaging approach that presented Hola Maria as the "friend" who’s always ready to help with a night in alone, a quick date night, or an impromptu gathering with friends. The vibrant, easy-to-carry packaging design stood out on shelves, while the digital, social, and radio campaigns showcased the convenience and flavor of these grab-and-go kits in a relatable, approachable way.

Hola Maria emerged as an inviting, market-ready sub-brand that captured attention with its vibrant design, friendly appeal, and relatable messaging. Potential customers will now see Hola Maria as their quick-fix companion for Tex-Mex meals, blending convenience with an authentic, flavorful experience. This campaign will position the brand to stand out in supermarkets and digital platforms alike, appealing directly to its target audience’s love for quality and speed through - DOOH, OOH, Radio spots & Social Media UGC campaigns.