Big Papi’s Kitchen
2018 HERMES GOLD AWARD WINNER
A former baseball slugger came to MK3 looking for another big hit off the field, with his own brand of tortilla chips and salsa, and so we took a swing at the creative. Red Sox legend David Ortiz was fielding proposals from agencies to create a :30 broadcast spot to promote Big Papi’s Kitchen, his expanding food brand. In a competitive bid, MK3 pitched several ideas that won the business and fueled the production process. The creative challenge: while Ortiz is used to saving the day for his team, Big Papi’s Kitchen did not want to rely on him to drive the spot. The MK3 solution: let his chips and salsa be the hero come through “in the clutch”.