Martin's Comes to the Coast

Martin's is one of the most recognized bread brands in the United States. We turned its American origins and reputation into the campaign's main asset.

We created a fictional shipping container to build a story around “the arrival of one of America's most famous breads in Barranquilla,” connecting it to a bigger conversation: Barranquilla is growing, and major brands are coming to the city. “la llegada a Barranquilla de uno de los panes más famosos de Estados Unidos”, conectándola con una conversación más grande: Barranquilla está creciendo y las grandes marcas están llegando a la ciudad.

From there, we developed a tactic built on FOMO, city pride, and PR, designed to move beyond traditional product advertising and become news.

Using AI, we generated the first images of the supposed container arriving by sea, sparking conversation across media and social platforms. Then we brought the story into the physical world: we rented and installed a completely empty container for journalists and content creators to visit, film, and share. That was the paradox: everyone was talking about a container with nothing inside.

The container became one of the campaign's most talked-about elements and a symbol of Martin's arrival in the city. Finally, we moved it to the restaurants, turning the anticipation into foot traffic, product interest, and organic content—and transforming a simple bread import into a citywide event.