After a public relations snafu, Mi Pueblo wanted to refresh their image with the public and emerge as a dedicated community partner.
After a public relations snafu, Mi Pueblo wanted to refresh their image with the public and emerge as a dedicated community partner.
After a public relations snafu, Mi Pueblo wanted to refresh their image with the public and emerge as a dedicated community partner.
After a public relations snafu, Mi Pueblo wanted to refresh their image with the public and emerge as a dedicated community partner.
After a public relations snafu, Mi Pueblo wanted to refresh their image with the public and emerge as a dedicated community partner.
Deliverables: Hispanic marketing, design, art direction, and consultation
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In this holiday spot, grandma is seen making tamales with her grandchildren. As she cooks, she nostalgically describes how wonderful life was in her pueblo. The children, captivated by her stories, believe she’s talking about a place in Mexico and eagerly ask if they can visit next year. Just then, Mom arrives with pastries and reveals that Grandma was actually reminiscing about her favorite grocery store, Mi Pueblo Food Mart.
In the spot above, grandparents are enjoying a Sunday drive with their grandkids. During the trip, they share stories of their hometown, or their "pueblo," reminiscing about the sights, sounds, and smells that filled their memories. The kids, enchanted by these tales, eagerly ask if they can visit this magical place. Just then, Grandpa announces that they've arrived. The kids are surprised and ask where they are, to which Grandpa replies that they've arrived at Mi Pueblo Food Mart.
MI PUEBLO FOOD MART
When the Immigration and Naturalization Service uncovered undocumented employees, Mi Pueblo faced significant community backlash, with perceptions of neglect towards its workers and community. Recognizing the urgent need to rebuild trust and demonstrate their commitment to both, the supermarket chain's leadership sought to restore its reputation.
Partnering closely with my copywriting partner (my dupla*), we crafted and implemented a comprehensive communication plan. Our strategy focused on developing messaging and visual elements that highlighted Mi Pueblo's deep dedication to its employees and the community, reminding everyone that shopping at Mi Pueblo feels like home.
Our deliverables included creating Spanish TV spots, advertising materials, promotions, and in-store signage, all designed to authentically reflect Mi Pueblo's values and commitment.
This approach aimed not only to restore trust but also to reinforce Mi Pueblo's role as a responsible and caring community member, fostering a positive narrative amidst a challenging situation.
*dupla = terminology for a Hispanic art and copy creative pair
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