Mex-Kiwi restaurants campaign focus on cultural diversity

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Brand consultancy firm Y brand say they are proud to partner with New Zealand’s largest Mexican restaurant group, Mexicali Fresh, to launch a campaign celebrating cultural diversity.

Y brand devised, scripted, and produced a series of video interviews with some of Mexicali’s native-born Mexican team, in which they tell stories about their homeland’s food, culture, and what it’s like living as an immigrant in New Zealand.

The Mexicali team in NZ is bigger than you may think – the group has 12 restaurants in Auckland alone (plus two in Christchurch).

The videos were released online to coincide with the popular Mexican Cinco de Mayo holiday. “The campaign is designed to celebrate cultural diversity at a time where it is increasingly becoming attacked by people like US President Donald Trump,” says Y brand director Judit Maireder.

“Mexicali Fresh has an open culture of diversity with many team members from Mexico. We decided to create a campaign that celebrated cultural diversity and, in particular, Mexican culture to which the client owes so much to for its business.

“This campaign is part of Mexicali Fresh’s #freespeech series, a broader strategy devised by Y brand to position Mexicali Fresh as the progressive and socially responsible business it is.”

The #freespeech campaign has included bold action on International Women’s Day in protest for women’s rights, and Mexicali Fresh has been working with Y brand to shift all its meat to free range organic.

“Mexicali Fresh has an open culture of diversity with many team members from Mexico”

“Working with Mexicali Fresh for the past few years has been a great journey because the founders genuinely care about making a change and bringing their values to life throughout the organisation,” Maireder said.

“That means our work is authentic and genuine – we craft campaigns that reflect what the brands stands for and get widespread buy-in from the public.

“Y brand works with a broad range of businesses to turn their values into positive action. It’s a proposition that works for the benefit of society, but also makes financial sense too.”

Research by Havas Group shows that meaningful brands have outperformed the stock market by more than 200%. The research also shows that 75% of consumers expect brands to make a positive contribution, yet only 40% believe brands are doing so.

“A growing number of businesses are embracing a greater purpose. That’s really important to successfully appeal to modern consumers who are more socially-connected and attuned to business processes than ever before,” says Maireder.

“A lot of businesses talk about doing good, but it needs to be more than just writing your values on your office wall.”

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