Shakira, the renowned Colombian celebrity, has teamed up with a singing sandwich named Mr. Cheese to promote the Sabritas Food Pairing campaign. In their latest video clip, they highlight the perfect combination of a sandwich and Sabritas potato chips while covering Lalo Rodriguez’s popular song ‘Ven, devórame otra vez.’
Through the Food pairing platform, Sabritas has revealed that Mexican potato chips make the best companion for sandwiches. To promote this combination, Sabritas partnered with advertising agency Isla to create a unique and entertaining campaign featuring singing sandwiches that felt incomplete without their potato chip companions. The campaign is set to launch in 2022.
This year, a singing sandwich known as Mr. Cheese gained popularity when he appeared in a Sabritas commercial alongside Shakira, who is now the brand ambassador. The commercial showcases Shakira singing about enjoying life’s simple pleasures while Mr. Cheese adds to the fun by performing a duet with her. The humorous and entertaining ad highlights how Sabritas potato chips can enhance flavor and add excitement to everyday moments. The performer behind Mr. Cheese enjoyed being part of the campaign and loved singing along to the catchy track.
Clara Contreras, the marketing director at Sabritas, expressed her excitement to work with Shakira on a music collaboration. The film, which will be broadcasted in Mexico and six other Latin-American countries, features Shakira’s favourite song, “Come, devour me once more,” and showcases the spirit of Sabritas in an entertaining and musical way. The film was directed by the multi award-winning director Watta Fernández and features exceptional cinematography by Rafa Lluck, who has directed several of Shakira’s video clips. It is a fantastic opportunity to demonstrate how even unexpected moments can provide flashes of enjoyment. Shakira has gifted us with incredible moments through her music and unparalleled voice.
According to Rodrigo Grau and Ariel Serkin, CCOs and partners at Isla, the Sabritas team and Shakira followed two essential words, impact and meaningfulness, throughout the entire workflow. Based on this approach, they came up with the idea of taking their singing sandwiches to the next level by making them sing in a duet with the world’s number-one artist.