Filed Under: [ Food ] [ Hispanic News ] [ Marketing ] [ Tomás' Picks ]
Tags: family, novela, recipe, telenovela
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“n the annals of Hispanic marketing, the figure of the abuelita (grandma) has been used to the point of exhaustion. We’ve seen her pitching toothpaste, hot chocolate, phone cards — even high-speed Internet services. But to invoke her cooking abilities to pitch junk food is a bit of a stretch.
Take Kraft Foods’ latest Hispanic-targeted initiative, De mamá a mamá (From mother to mother), a program, says the company, designed to help busy Hispanic moms keep the family traditions alive through food, “especially recipes taught by abuelita.” The marketing effort, announced last week, includes a series of television spots featuring Bibi Gaytán, the 35-plus-year-old Mexican former singer and telenovela actress who is now a mother of three and apparently not a very good cook.”
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