Grace is a brand from Jamaican’s GraceKennedy group, a major producer of Caribbean food and drinks, both for the local markets, as for the international ones.

Owning already an important market share of food products in the Caribbean – latino market in the USA, the brand was prepared to cross-over the American target, starting by offering them Jamaican patties, a classic in the Caribbean cuisine.

Our client’s brief pointed that in the USA, Americans are used to buy frozen meals, ready to eat after a quick preparation. But in their top of mind there is always Italian, American or Mexican style foods as a first choice.
Given the fact that the target was willing to try diverse foods, we wanted to suggest them to give it a Jamaican twist… and what better than music to show that!