Mendez: Launching a Product to the Top of the Menu

Mendez is a product that combines fried chicken and mandi-style rice in one box — a new idea that needed to be explained, made appetizing, and made shareable. My role was not to produce an ad; it was to supervise the marketing: read the product's angle, choose the right influencers, direct how it should be presented, and keep every message aligned so the campaign spoke with one voice.

The playbook

The campaign was never about announcing a product. It was about how to hand it to the audience.

Product positioning

Framing Mendez in an angle that is instantly understood, appetizing, and worth talking about — a familiar craving in an unfamiliar combination.

Influencer selection

Choosing creators by fit, not follower count: the brand's audience, the product's personality, and each creator's credibility with food content.

Message direction

Directing what each influencer says and shows, so different voices still land one coherent story about the product.

Campaign execution

A sustained influencer campaign — reaching hundreds of thousands of views — run to a schedule, with alignment checks before each release.

Business outcome

From new item to #1 best-seller on the brand's listing.

Delivery platform listing showing “Mandi Lee's” — the Mendez product's menu name — ranked #1 best-seller with a 100+ orders badge — Documented from the brand's delivery-platform listing: “#1 Best-seller — Mandi Lee's — Orders: 100+” (the product's listing name).

After the campaign, the product appeared at the top of the brand's delivery listing as its best-seller. The listing screenshot is the documentation; sales figures beyond it belong to the client.

A new product doesn't need louder ads. It needs a sharper angle, the right messengers, and one voice.