Richards/Lerma and Pizza Patrón launch the Llorar y llorar campaign

Aldo Quevedo, creative director of Richards/Lerma, announced PRODU the launch of the campaign Llorar y llorar (Crying and crying) for the client Pizza Patrón. The name of the initiative is inspired by the popular title track performed by Mexican singer Vicente Fernandez.The campaign focuses on the proposal to add jalapeños to a pizza for just $ 0.99. The premise comes from a recent scientific study conducted in France, published by Time magazine, which concluded that eating spicy food has positive influence on some physiological effects.”This new campaign is the second part of the successful and controversial La chingona campaign launched last year, and maintains the same sense of humor as its predecessor” Quevedo said. “We rely on the survey results showing that men who love spicy food had higher testosterone levels and consequently a better sexual performance,” he added.Llorar y llorarwas launched on St. Valentine’s day, and was activated on radio, television, and in social networks. In photography direction, it had the talent of Mexican photographer, Carlos Tourné.”Launched on Valentine’s Day, combined with the famous song and the results of the French study, this a fun promotional campaign for everyone,” Andrew Gamm said, brand director for Pizza Patrón.