Márcale a Mamá
Marías Gamesa has always been an emotional anchor for Latino families in the US, bringing us closer to the memories we’ve had of our childhood. Here, Marias serves as a reminder to Moms that, no matter how much craziness life and the day brings, they can count on their mom to be there when you need her.
It wasn’t just video.
The power of this campaign was the fact that it extended across media, driving consumers to retail. We gave away packs of the renamed Márcale a Mamá cookies to influencer, consumers, and highlighted it across media. The goal of connecting Marías with the modern Hispanic mom was reached in a poignant and special way that only this brand could do. Tapping into the insight that we have a unique role here in the US in that a lot of Latina moms don’t live near their mothers. Whether it’s due to immigration, or a myriad of other reasons the connection is, simply put, harder to maintain. This is where we were able to dig into the insight and scientific fact that a phone call can feel as powerful as a hug when you are far away from those you love. The campaign was born out of this.