Mr. Special
Mr. Special, the biggest homegrown supermarket chain in Western Puerto Rico, needed to modernize without losing the identity that made it beloved. The brand’s evolution was rooted in a key truth: life in the West has its own warm, human rhythm — and freshness isn’t a marketing angle, it’s a way of living. Hence the strategy focused on celebrating that cultural pride with a cinematic, human-centered campaign that positioned the brand as the true flag bearer of the West.
Date
May 2025
Role
Brand Platform, Strategy, Campaign, Retail Experience
The Challenge
Mr. Special is the largest supermarket chain born and raised in the west of Puerto Rico. While other large chains in the region operate island-wide, none share its roots or its pride. As the company modernized its stores and elevated the shopping experience, the challenge was to evolve without losing its essence — to show progress while staying true to the people and values of the West.
The Insight
In the West, life moves differently. The sun, the sea, and the people shape a rhythm that feels slower, warmer, and more human. Here, freshness is not a trend. It’s part of everyday life. This insight became the heart of the brand transformation. Mr. Special didn’t need to reinvent what makes it special — it needed to celebrate it. Because in the West, what’s special isn’t the exception. It’s the norm.
The Strategy
Our goal was to reinforce the emotional connection between Mr. Special and its community, while communicating that the brand has grown and evolved without losing its soul. We positioned Mr. Special as the flag bearer of western pride — a supermarket that embodies the character, warmth, and authenticity of its people. By elevating the visual identity and crafting a poetic, human-centered campaign, the brand’s transformation became a love letter to the West of Puerto Rico. This message redefined Mr. Special as more than a supermarket. It became a symbol of identity, the emotional anchor of an entire region.
The Result
The campaign strengthened Mr. Special’s leadership in the western region and solidified its position as the true supermarket of its people. By modernizing its brand while staying faithful to its roots, Mr. Special became not just a place to shop, but a reflection of what makes the West of Puerto Rico unique.