LALA FOODS
What I Worked On:
Brand Architecture
Brand Campaigns
Social Media
Digital Media
OTC Video
Radio
Winner 2023
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 overhauled their social channels to ensure that the content, voice and visuals aligned with this new vision. We developed a brand playbook, pulling in bold colors, strategy-forward content and modern Latinx inspiration brought to life by our small, resourceful creative team.
LALA 2022: WELCOME TO LALALANDIA!
In 2022, we positioned LALA as a delicious destination where our distinct consumer personas feel equally at home. In LALALANDIA, everyone’s invited to experience a unique, dynamic blend of Hispanic and American cultures.
LALA 2023: LOVIN’ LA VIDA LALA!
From the magical world of LALALANDIA to the real magic of your very own kitchen, we’re inspiring consumers to embrace LALA as a way of life that’s as delicious as it is vibrant, colorful and passionate.
LALA 2024: MAKE IT LALALICIOUS!
In 2024, we gave the brand a big visual refresh! Leveraging a modular system with branded graphic elements that played with the logo and product silhouettes throughout creative, we focused on driving brand awareness in the U.S. market. A more neutral brand color palette, paired with a vibrant lifestyle photography, helped us bring the brand back into our consumers’ homes to show how LALA transforms ordinary moments into LALAlicious celebrations.
As creative lead for LALA, I drove the development of creative ideas and served as the final thumbs up on creative production—from writing scripts, selecting talent/props, and giving feedback on set, to concepting social content and driving strategy, to mentoring junior creatives on the brand and whatever else the role calls for.
My Role: Associate Creative Director, Senior Copywriter
Senior Art Directors: Dana LaCoco, Pamela Rivera
Photographer: Glo Diaz, Victoria Shapow, Various
Agency: AMP, Upshot
Make it LALAlicious 2024
Prior to the launch of the brand’s refresh in 2024, we shot two new spots to help bridge the gap between where we were and where we wanted to go.
Working together with a producer, I lead the process of vetting creative partners to meet our vision, budget and client needs. We shot both spots with the same production team, across multiple days and multiple locations while staying on brief and in budget. I collaborated with the production team to oversee an airtight pre-production process, resulting in a successful series of production days.
Lovin’ La Vida LALA 2023
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.
