Richards Lerma makes noise in the media with La Chingona

The US Hispanic agency Richards Lerma, created a campaign for the spiciest pizza in Pizza Patron, which stirred up controversy in the media. The name they chose for the new pizza was La Chingona. In Mexican slang this is a nasty word but at the same time it indicates power and strength. Hispanic radio stations refused to broadcast the commercials because they thought the word was too strong, but the brand and the agency were convinced it was the perfect name for such a spicy pizza.After the blockade in the media, the pizza went viral in social networks and the agency seized the moment to create empathy with Mexico, its people, its culture, and Pizza Patron. With the campaign, sales increased more than 4%, only two weeks after launching the campaign and they reached the brand´s highest impressions peak in social networks.The idea will be evaluated by the Cannes Lions 2015 jury and it was made by: Miguel Moreno, Aldo Quevedo and Guillermo Tragant, Creative Directors; Jaime Holcombe, writer; Jorge Rosales, Lina Puentes and Guillermo Bagnato, Art Directors and the production company was Deaf Mule. Did you like this piece? Share your opinion with #PalpitandoCANNES and follow us on @PRODUPublicidad.