For many Hispanics, the yard is more than just outdoor space. It’s an extension of the home, a place for family, gatherings, and everyday moments. Our opportunity is to position fire ant prevention as a simple way to protect that space and reinforce a powerful belief: In our home and yard, we decide what gets in and what stays out.
Many Hispanic homeowners in Texas have come to see fire ants as an inevitable part of having a yard. Rather than eliminating the problem at its source, they often find themselves dealing with it every time it returns. Our opportunity is to change that mindset and show that it's possible to take control and prevent the problem before it comes back.
We created a TV and radio campaign built around a simple Hispanic truth: We like things that sting. Chili peppers, hot sauce, bold flavors. But there’s one thing we’re not willing to let sting us: fire ants.
Under the concept "My Home Is My Home," we show that the yard is also part of our home and that we have the right to decide what gets in and what stays out. In this way, Orthene becomes the ally that helps eliminate fire ants and regain control of our territory.