General Mills has selected Miami-based agency Macías Creative as the Agency of Record for La Tiara, its iconic hard shell taco brand set to relaunch nationwide later this year. In this role, Macías will lead brand strategy, creative development, and social media as La Tiara expands beyond its Midwest roots for the first time.

Originally founded in the Kansas City area, La Tiara has been a staple of taco nights for generations, known for its signature thin, crispy shells made from stone-ground masa. The brand developed a deeply loyal regional following over decades– so much so that when production halted in early 2025, thousands of fans rallied online to bring it back.

With over 21 years of experience helping brands connect with multicultural audiences, Macías brings a deep understanding of cultural relevance and consumer engagement- making the agency a natural partner to help reintroduce the beloved brand to a broader audience.

“As La Tiara’s creative and strategic partner, we’re building the foundation for the brand’s relaunch—from defining its strategic positioning to developing a new creative platform and establishing a social presence that will introduce it to a new generation of consumers,” said Ernesto Ruiz, Executive Director at Macías.

General Mills has positioned the relaunch as both a cultural and business milestone – reviving a legacy brand with a passionate fan base while introducing it to households across the country for the first time.

“Our goal is simple,” added Ruiz. “Make America obsessed with La Tiara hard shell tacos.”