When O&G began working with Jacinta de México, we knew the restaurant had something rare: authenticity you can taste and a point of view that refuses to blend in. For Valentine’s Day, instead of defaulting to the predictable prix fixe dinner, we asked a better question:
What would make people stop scrolling, stop channel surfing, and lean in?
The answer was already on the menu. “Love Bugs” took traditional Mexican ingredients like chapulines (grasshoppers), gusanos (worms) and escamoles (ant larvae) long celebrated in regional cuisine, and presented them in a playful, romantic way atop a heart-shaped tortilla.
It was visually striking and impossible to ignore.
During the week before Valentine’s Day, our team secured six media placements, including four broadcast segments and two lifestyle features. Coverage spanned local and national Spanish-language television, streaming platforms, and prime-time programming, including a live segment on Deco Drive, which reached thousands of viewers across multiple airings in one evening. Another national Univision segment followed the next day, extending the momentum just ahead of Valentine’s weekend.
But coverage alone isn’t the win. The team worked with the Jacinta to merchandise the press across digital channels, encourage portfolio-wide sharing across sister concepts like Bakan, and reinforce credibility through website integration and social amplification.
The result was more than buzz. It was brand positioning. Jacinta didn’t just host a Valentine’s promotion. It became the restaurant brave enough to put bugs on a heart-shaped tortilla.. and own it.
