For 30 years, Central Market owned Hatch season in Texas. Now every grocer in the state runs a "Hatch event": a pepper bin, a bag of chips, and some salsa. Customers have more places than ever to buy a Hatch pepper, but only one place to experience what Hatch can truly become. Year 31 wasn't about reminding people Hatch is back. It was about reminding them where Hatch belongs.

The campaign leaned into the thrill of the find. We create a game-of-chance world where the roaster became a lotto machine and every pepper was a winning pull. The illustration-led toolkit brought the in-store atmosphere to life with the energy of a jackpot moment: electric, celebratory, and unmistakably Central Market. Custom playing cards and a full suite of in-store collateral turned the season into an experience no pepper bin could compete with.