plata partnered with Tucson Foods to lead a full brand transition from Tucson Tamale—a one-category frozen foods business—to a modern, multi-product identity with broader appeal. Our strategic scope included leading the renaming, brand positioning and packaging redesign, all crafted to reflect the bold, Southwest-inspired flavor at the heart of their products. We developed a new go-to-market strategy that expanded beyond retail into high-potential foodservice channels like Dot Foods and Goldbelly, helping the brand diversify revenue and reach. With foundational marketing systems in place and strong visual storytelling across every touchpoint, Tucson Foods is now positioned for long-term growth.