Challenge
With the understanding that Latinas have multiple preferences in their shopping behavior, the objective was to increase sales to busy Latina moms in their 30s in the Northeast and South.

Insight
Latinas are passionate about feeding their families with natural and wholesome foods. While budget conscious, she won’t sacrifice quality and searches for the best deals on brands she trusts.

Strategy
Create humorous and irreverent vignettes in relatable situations, which make everyday products come to life, connecting with the motivations of busy moms.

Execution
The “Talking Products” radio and TV campaign featured scenes where the products engage in a dialog, talking about their qualities, their freshness, their health properties, and the fact that their product was lowered.