Baked is better

Brief:

Introduce a modern take on a heritage staple without losing the flavor, warmth, or authenticity the brand is known for.

​

Insight:

Consumers wanted lighter, better-for-you options, but they weren’t willing to sacrifice the taste or tradition they grew up with.

​

Idea:

Lead with the simple rallying cry: Baked is Better. From packaging to point of sale to social, the copy baked in modern appeal without burning off tradition. The result: a product story that felt lighter, fresher, and still unmistakably Guerrero. The launch helped Guerrero break into a younger, health-conscious audience while keeping loyal fans hungry for more.