LALA FOODS
Platinum Winner in Social Media 2023
Gold Winner in Digital Ad Campaign 2025
Gold Winner in Video Ad or Pre-Roll 2025
After a major brand refresh brought the vibrant flavors and traditions of Mexican-American culture to the forefront of LALA’s U.S. presence, my team and I continued to evolve the brand to keep pace with consumer expectations, market insights and business objectives. We crafted multiple brand campaigns, overhauled social channels to ensure that content, voice and visuals aligned and developed a brand book that pulled in bold colors, strategy-forward content and modern Latinx inspiration.
As creative lead for LALA, I drove creative ideation and campaign development and served as the final thumbs up on creative production across brand, social and campaign—from writing scripts, selecting talent and props and giving feedback on set, to concepting social content and driving strategy, to mentoring junior creatives on the brand.
My Role: Creative Lead | Associate Creative Director
Senior Art Directors: Dana LaCoco, Pamela Rivera
Photographer: Glo Diaz, Victoria Shapow, Various
Agency: AMP, Upshot
Make it LALAlicious
With LALA, you don’t need to seek out special occasions to savor the spice of life. When every meal and every treat is filled with festive flavors and wholesome nutrition, each bite and sip becomes a chance to celebrate in your own way. Make every day LALAlicious.
For this campaign, we leveraged a big brand refresh to focus on driving brand awareness in the U.S. market through a digital ad campaign, “Make it LALAlicious!” Departing from the whimsical world we’d previously established for the brand, we leveraged the true-to-life vibrant energy of our consumers’ homes. Grounding our content in the textures of real environments and the language of real life, we reminded consumers that LALA possesses the special power to transform ordinary moments into LALAlicious celebrations.
Digital
Out of Home
Social
Video Ads & Pre-Roll
Lovin’ La Vida LALA
From the magical world of LALALANDIA to the real magic of your very own kitchen, we inspired consumers to embrace LALA as a way of life that’s as delicious as it is vibrant and passionate.
Welcome to LALANDIA!
The Results
A social-first brand identity, LALALANDIA built LALA brand presence in the U.S. market, and satisfied what our consumers were craving. Our Instagram video content maximized awareness and resulted in a 503% increase in organic Instagram video views compared to the previous year. Our program also increased our audience by 7%.
In measuring engagement, we looked beyond likes and honed in on saves (considered super engagements) as this metric not only indicates the value users place on our content, but also drives views within Instagram's algorithm.
We increased our Instagram saves by 64% YoY with our delicious twists on authentic recipes that proved LALA was the vibrant brand that general market and bicultural Hispanic consumers couldn’t get enough of.
