Fresco. Natural. Boricua. — A Campaign That Brought Flavor to the Brand

Apr 22

For most meat brands, marketing stops at the raw product. But at Gio Camacho Inc., we knew there was a deeper story to tell — one of freshness, local pride, and culinary possibility. That’s why, as Proxy Marketing Office (PMO), we created the campaign:

Fresco. Natural. Boricua.

This wasn’t just a slogan — it was a declaration. A promise. A celebration of Puerto Rico’s ability to produce meat that is not only fresh and natural, but proudly ours.

From Product to Plate

Unlike traditional campaigns that stop at the cut of meat, “Fresco. Natural. Boricua.” was designed to showcase the possibilities of the product.

We focused on real dishes, flavor, and everyday cooking — because this brand isn’t just about meat, it’s about what that meat becomes:

Family dinners
BBQs with friends
Traditional recipes
Creative new meals made with pride

Our content featured cooked meat, plated meals, and culinary inspiration, helping the brand connect emotionally and practically with consumers.

Local Product. Local Pride.

At the core of this campaign was a reminder: when you buy local, you’re supporting:

Puerto Rican cattle ranchers
Local processing plants
Island jobs
A shorter, fresher supply chain

It’s meat that doesn’t travel thousands of miles — it travels hours. That means better flavor, better nutrition, and a better local economy.

Full PMO Execution

As PMO, we led a 360° effort that included:

Brand refresh and messaging strategy
Visual identity alignment
Content production (photo + video)
Social media and advertising
Packaging and point-of-sale material
Culinary-focused storytelling

Not Just Fresh Meat — Fresh Vision

With “Fresco. Natural. Boricua.” we didn’t just sell what was in the fridge — we sold what happens after: the aroma, the memories, the pride of eating local.

It’s not just about the product. It’s about the story it tells on your plate.

Gio Camacho