Creating cultural authenticity to grow the brand
We helped Wahaca celebrate the best of Mexican culture by bringing the Day of the Dead Festival to London. An immersive festival experience for 4,500 people.
Wahaca wanted to be curators of contemporary Mexican culture. In order to do this they needed to move away from clichéd cultural iconography often associated with Mexican dining and grow brand awareness and equity. To attract curious foodies, gig goers and culture vultures they needed to celebrate the best of Mexican culture, art, history and their inimitable contemporary style. They needed consumers to embrace the new and unknown – so we brought the Day of the Dead Festival to London!
We created an immersive day festival of art, food & drink, Lucha Libre, live music and entertainment for 4,500 people to celebrate the Day of the Dead. Great food, drink and music to get consumers to embrace the unknown and get to the heart of Mexican culture.
The event was a sell out and delivered PR worth £2.9 million, with an estimated reach of over 74 million.