Ybrand and Mexicali celebrate Women’s day

Media advisory

Ybrand and Mexicali celebrate Women’s day

WHAT:

This Wednesday, March 8, was International Women’s Day. We found that this is a good time for our client Mexicali to make a statement about their values, recognizing the importance women, immigrants, people of colour and diversity.

HOW?
If you are visiting any of the Mexicali restaurants this week you may notice some signage that deviates from the normal menus. To celebrate this important day, Y brand installed “protest” signs at the stores. These clear statements help our client’s business to create a culture of inclusiveness and acceptance.

WHERE: Mexicali Fresh Princess Wharf (primary location)
Mexicali Fresh Victoria Street, 103 Victoria Street West
Mexicali Fresh Kroad, 150 Karangahape Road

WHY?
Brands today need to have a greater purpose and demonstrate their values. This project we are tapping into the core values of this brand and its founders: Mexicali Fresh are in a unique position to make a statement of women’s rights and equality in today’s world, as these values are strongly lived by the company and their founders. The family who started Mexicali Fresh immigrated to New Zealand from the United States. Founder and CEO Cindy Buell is not only mother and grandmother but also an active organizing and supporting groups like the recent Women’s March to demonstrate against latest political directions in the US. Her two sons Tyler and Conor are fully aligned with these values and run the marketing and operations of the business.

Ybrand has been working with Mexicali for over 2 years. Another key milestone on the journey to become a purpose led brand was the move to Free Range products end of last year.

About Y brand
Ybrand is a business consultancy based in Auckland, New Zealand. We create purpose-driven business strategies to build authentic relationships with your customers and employees.

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