Carmela

A creative twist on tradition

For over six decades, Carmela has been part of Puerto Rican kitchens, adding flavor to everyday meals. This new campaign celebrates that legacy with a fresh and playful concept that highlights its versatility—because Carmela goes with much more than arroz guisao’. We crafted a creative direction that honors the brand’s roots while giving it a modern spark, showcasing Carmela as a timeless favorite that continues to reinvent itself for new generations. The campaign also includes opportunities to join contests, discover new recipes, and share culinary experiences with the community.

Through vibrant visuals and engaging copy, the campaign connects with the brand’s loyal audience and invites new consumers to rediscover a classic. The result: a celebration of Puerto Rican flavor, creativity, and everyday authenticity.