Discover how La Carloteña transforms its 99% chicken roasted breast into a bold manifesto of honest and minimalist advertising.
When the product speaks for itself
La Carloteña has launched a new campaign for its roasted chicken breast that highlights a simple but powerful idea: the product is made of 99% chicken. This nutritional fact becomes the backbone of the campaign, created by El Cuartel (RK People Group).
“99% Chicken, 1% Ad”: Minimalism as a Statement
The visual execution is as direct as the message. The ad shows that 99% of the space is dedicated to chicken, and just 1% to branding and copy. This design choice turns a product claim into a visual identity and positions La Carloteña as a brand that doesn't hide behind slogans—it showcases what matters.
Clear, honest, and powerful
With the claim “No one beats us at chicken”, the campaign avoids exaggeration and focuses on transparency. The clean layout and strong contrast reinforce the quality message: this is a product that doesn't need to shout to be heard.
From nutritional label to brand voice
By letting the 99% become the hero of the message, La Carloteña makes a bold move: it redefines how food brands communicate. The structure of the ad itself reflects the formula—substance over fluff, product over pitch.
A word from the brand
“This product has a real differentiator. We decided to tell it straight, with a campaign as direct as our 99% chicken. Because we believe quality doesn’t need a costume,” says María Rider, Marketing Director at La Carloteña.
What we learn from this campaign
- Honesty can be the most effective message.
- Design and content should reflect the product’s essence.
- Less can truly be more—especially in food advertising.
La Carloteña proves that in a world full of noise, a clear and genuine message still stands out.
