The campaign harnesses the colour, energy and big-hitting taste credentials of Mexico, by introducing a trio of Mexican wrestling characters that each personify one of the new exciting three flavours.
Introducing the three ‘Luchadores’, inspired by the popular Mexican mask-wearing sport of ‘Lucha Libre’, they each personify one of the new Mini Cheddars flavours (complete with their own catchphrase): Chipotle Chicken Wings (A Smack in the Tastebuds!), Nacho Cheese & Jalapeno (Easy Cheesy!) and Lime & Chilli (Bring the Zing!).
The work features out of home and online activity, encouraging consumers to get involved and back their favourite luchador or flavour.