El Terrifico
Breaking Boundaries in Travel and Tourism Marketing for 2025
Ideas
Fifty years ago, Mr. Pee Wee Mason started rolling delicious southwestern style tamales. He never imagined that one day, people from all across the country would be enjoying his tried and tested recipes.
Using the finest and freshest ingredients, El Terrifico Tamale Co. offers a Mexican restaurant style white cheese dip, an original mild yellow cheese dip, and a traditional salsa, as well as Mr. Mason’s renowned tamales. Available in many retailer locations across the country, as well as online, the ingredients for a successful line of packaged products were all there, we just needed to mix it up and perfect the recipe.
Work
Brand Positioning/Creative
Great tamales, great cheese dip, and a great story, El Terrifico Tamale Co. had all the makings of a brand customers could stand behind, but no one knew Pee Wee Mason had been rolling tamales for more than 50 years. We looked at the category and provided research that there was a branding opportunity to be both lighthearted yet true to the authentic, traditional Mexican colors.
Packaging
When you’re shipping products all over the US, they need to not only remain fresh, but the packaging must also bring with it the brand story. We developed individual labels, screen-printed tubs and master cartons, each representing El Terrifico as a leader in bold flavor and unique style.
Interactive
It was determined that no matter what the investment was into the site, consumers always either “clicked to order” or “clicked to find nearest retailer,” so a decision was made to focus on big flavor over big web presence. This led to the strategic decision to build an entrepreneurial microsite, which allowed customers to quickly and easily purchase products in just a few clicks.
Package Design
Website