SANDERSON FARMS
CAMPAIGN: LIKE ABUELA MAKES IT
The Like Abuela Makes It campaign launched during Hispanic Heritage Month to celebrate authentic Hispanic chicken recipes through collaborations with Hispanic culinary experts and storytellers.
Featured dishes included Abuela Morabia’s Arroz Con Pollo, Abuela Emma’s Pozole Verde, and Caldo de Pollo, all showcased on the Sanderson Farms website.
For this campaign, we leaned into the message:
We aren’t experts in Hispanic cuisine — but we are experts in good, honest chicken.
By partnering with some of the most trusted and beloved chefs in America — the abuelas — we honored the rich culinary traditions at the heart of family gatherings. Together, we celebrated the joy of fresh chicken paired with undeniably authentic, delicious flavors.
Role
Designer under Mike Hanley (Group Creative Director BBDO Atlanta Advertising Agency) and Alex Somoza (Sr Art Director BBDO Atlanta Advertising Agency)
Webby Award
Grateful to share that our “Like Abuela Makes It” campaign for Sanderson Farms is a Top 5 nominee at The Webby Awards in the DEI & Belonging category—out of more than 13,000 entries!
This project grew from an important insight: although our Hispanic audience was a significant part of our community, their cuisine and cultural traditions weren’t being authentically represented. To change that, we turned the spotlight onto the original Hispanic influencers—Abuelas—celebrating their cherished chicken recipes and timeless traditions. https://lnkd.in/e9R2eZVz
