Rica Squad

Rica is one of the most recognized sausage brands in Colombia, with a strong presence in middle and lower-middle income households. It's a brand built for people who solve life day by day: families in strata 2 and 3 who need food that is affordable, familiar and fast. Rica understands how people really speak, cook and survive the daily rush. From that truth, we developed a print campaign that turns the sausage into a hero of everyday life. Creatively, we appropriated common expressions and real situations from the street — moments where lunch needs saving, time is tight, and options are limited — and gave each sausage a "rescuer" role. Combat Sausage, Mechanic Sausage, Hose Sausage: characters inspired by everyday heroes, reimagined to show that Rica is the quickest, most reliable solution to get through the day. Not exaggerating. Not pretending. Just elevating a simple truth: Rica is the sausage that saves the day for Colombia's working middle class.