Sabritas Flamin' Hot presents The Warmest Welcome
Sabritas and Flamin’ Hot’s cultural hack: How iconic football moments became the insight of the year.
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With the FIFA World Cup 2026 approaching, Flamin’ Hot presents The Warmest Welcome, a campaign that celebrates Mexico’s passion for football through humour, shared memory, and the brand’s unmistakable spiciness.
In Mexico, football is much more than a sport, it is part of everyday conversation, shared experiences, and the country’s cultural identity. Building on this deep connection, Flamin’ Hot created a campaign that reinterprets some of the most iconic moments in recent Mexican football history as culturally relevant entertainment.
The campaign is built on a clear insight: Mexican fans have a strong connection to the matches that defined an era and know how to revisit those moments with perspective and humour. For many in Mexico, names such as Arjen Robben and Maxi Rodríguez are closely associated with World Cup matches that left a lasting impression on the national football narrative, games that remain part of the country’s collective football memory.
With this in mind, Flamin’ Hot invited both former footballers to take part in the conversation, revisiting those stories from an unexpected perspective shaped by wit, self‑awareness, and the humour that characterises Mexican fans.
The Warmest Welcome comes to life through a series of audiovisual pieces and digital content in which Robben and Rodríguez interact with the Flamin’ Hot universe, symbolically engaging with the brand’s spiciness in scenarios that reference those memorable matches recognised by millions of Mexican fans.
Spice becomes a light‑hearted and playful metaphor for the intensity of football memories, reinterpreted through a relatable and respectful tone. The campaign unfolds through a hero video, social media content, out‑of‑home placements, and digital activations, inviting fans to join the conversation.
Credits
View on- Agency Isla/Mexico City
- Production Company Primo/Mexico
- Director Nico Perez Veiga
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Credits
View on- Agency Isla/Mexico City
- Production Company Primo/Mexico
- Director Nico Perez Veiga
- Managing Director Jaime Vidal
- Executive Producer Odille Mondragon
- Executive Producer Victoria Piantini
- VFX Warriors VFX
- Executive VFX Producer Adriano Costa
- VFX Producer Andre Baltrusaitis
- VFX Supervisor Daniel Soci Severino
- VFX Supervisor Filipe Ferrarezi
- Sound Design Portaestudio
- Music Papamusic
- Chief Creative Officer Ariel Serkin
- Chief Creative Officer Rodrigo Grau
- Executive Creative Director Celeste Dalairac
- Executive Creative Director Julian Tachella
- Creative Director Nicolas Trapanese
- Creative Director Santiago Estevez
- Head of Art Alejandro Stea
- Designer Ignacio Abal
- Digital Content Alexis Jaramillo
- HP Coqui Gimenez Uriburu
- Head of Media Suyin Barrios
- Executive Producer Cesar Sanchez / Producer
- Producer Ana Castellano
- Production Designer Pastora Orozco Gaitan
- Art Director Curru Garabal
- DP Pepe Gay de Liebana
- Editor Paula Baialardo
- Online Antonio Delgado
- Colorist Marc Morato
- Talent Arjen Robben
- Talent Maxi Rodriguez
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Isla/Mexico City
- Production Company Primo/Mexico
- Director Nico Perez Veiga
- Managing Director Jaime Vidal
- Executive Producer Odille Mondragon
- Executive Producer Victoria Piantini
- VFX Warriors VFX
- Executive VFX Producer Adriano Costa
- VFX Producer Andre Baltrusaitis
- VFX Supervisor Daniel Soci Severino
- VFX Supervisor Filipe Ferrarezi
- Sound Design Portaestudio
- Music Papamusic
- Chief Creative Officer Ariel Serkin
- Chief Creative Officer Rodrigo Grau
- Executive Creative Director Celeste Dalairac
- Executive Creative Director Julian Tachella
- Creative Director Nicolas Trapanese
- Creative Director Santiago Estevez
- Head of Art Alejandro Stea
- Designer Ignacio Abal
- Digital Content Alexis Jaramillo
- HP Coqui Gimenez Uriburu
- Head of Media Suyin Barrios
- Executive Producer Cesar Sanchez / Producer
- Producer Ana Castellano
- Production Designer Pastora Orozco Gaitan
- Art Director Curru Garabal
- DP Pepe Gay de Liebana
- Editor Paula Baialardo
- Online Antonio Delgado
- Colorist Marc Morato
- Talent Arjen Robben
- Talent Maxi Rodriguez
While the insight is rooted in Mexican football culture, the campaign is also designed to be accessible to international audiences by explaining why these figures are significant in Mexico and how football creates shared memory and emotion beyond the final score.
“For Flamin’ Hot, football is not just a sport, it’s culture. We understand that brands grow when they authentically become part of the conversations that move Mexico. That’s why we launched The Warmest Welcome, a campaign that connects with one of the country’s strongest passions through what we do best: the playful, spicy humour that defines our brand. We want fans to enjoy the FIFA World Cup 2026 with Flamin’ Hot and make intense flavour part of the celebration on and off the pitch,” said Daniel Díaz, Senior Marketing Director.
The campaign was developed in collaboration with Isla Mexico City, with cinematic direction by Nicolás Pérez Veiga at Primo. The execution blends elements of Mexican street style with a contemporary visual language, moving away from traditional sports marketing codes to build a narrative closer to pop culture and social platforms.
“Together with the brand team, we set out to create an idea that connects the spirit of football with the Mexican perspective. We used Flamin’ Hot’s spiciness as a storytelling device to explore rivalry, memory, and passion through humour,” commented Ariel Serkin, Rodrigo Grau, and Mariano Serkin, Founder Partners of Isla. In a context where attention is increasingly valuable, Flamin’ Hot reinforces the belief that brands grow when they stop interrupting and start becoming part of the stories people already care about.
