Work

Sabritas

The Fourth Ingredient

  • Brand Experience
  • Content
  • Social Activation
  • Strategy

Sabritas turned its origins into a docuseries with Discovery to spotlight the people behind every bag.

Food & Beverage

B2C

Global Consumer Brand

In Mexico, Sabritas faced a business and communications challenge: very few consumers recognized its natural origin and the human value behind its agro-industrial production.

ISLA developed a platform that expanded the brand’s three classic ingredients with a fourth element: its people. The idea grew into a docuseries co-produced with Discovery that paid tribute to field work and strengthened trust in the brand.

Sequence 01.00_00_04_06.Still014
Sequence 01.00_00_06_06.Still015
Sequence 01.00_00_09_19.Still017
Sequence 01.00_00_12_10.Still018
Sequence 01.00_00_13_17.Still019
Sequence 01.00_00_20_04.Still020
Sequence 01.00_00_28_01.Still021

Behind every potato, there are thousands of hands.

Client

Sabritas

Date

2022

The campaign expanded Sabritas’ natural positioning by turning field work into a brand asset, combining documentary content, cultural legitimacy, and a technical innovation that strengthened trust and affinity.

Advertiser: PepsiCo. Product: Sabritas. Chief Strategy Officer: Mariano Serkin. Chief Creative Officer: Ariel Serkin, Rodrigo Grau. Executive Creative Director: Mariano Gamba, Rodrigo Greco. Head of Art: Diego Correa. Copywriter: Alex Rosicky. Head of Production: Coqui Gimenez Uriburu. Head of Media: Vica Clucellas. Project Manager: Berenice Sotelo. Production House: Rebolución. Director: Kevin Speight. Director of Photography: Juliano Lopes. Executive Producer: Patrick Senger. Producer: Tete Parada. Postproduction Coordinator: Israel Verdin. Editor: Cito Garcia. Sound Mix: Silence. Color Correction: Esteban Robles. Postproduction/VFX: Urbano Media Lab. Online: Urbano Media Lab. Soundtrack: Sebastián Quirno – Happy Together Music. Regional Team: Salvador Padron, Mariana Guerrero, Daniela Amaya, Jose Miguel Ponce, Ixchel Gordillo, Hernán Tantardini, María Fernanda Villalpando, Ricardo Bonilla, Tania Garcia, Esau Cervantes. Client Producer: Ricardo Lopez Tellez, Melisa Hernández.

View all