At Vaquero, one of the things we love doing most is breaking down campaigns that get Latino marketing right. Not to applaud for the sake of applauding, but because studying what works — and understanding why it works — is how our industry gets better.
Today we’re looking at Kellogg’s “On Moms’ Tables Aquí y Allá” campaign from 2022. It’s been a few years, but the strategy behind it is more relevant than ever. And honestly? It’s a masterclass in what culturally grounded Hispanic marketing looks like when a brand commits to doing it right.
Let’s break it down.
What Kellogg’s Did
In 2022, Kellogg Company launched a Hispanic marketing campaign called “On Moms’ Tables Aquí y Allá” — translated as “On Moms’ Tables Here and There.” The campaign was developed around a specific cultural insight: that Kellogg’s cereals had been present on the breakfast tables of Latina moms for generations, both in Mexico and in the United States (Kellogg Company, 2022).
The campaign included in-store advertising and a range of digital content. But what set it apart from the beginning wasn’t the media mix. It was the production approach.
Kellogg’s Director of Cultural and Inclusive Marketing, Chelsea Jenkins, described the philosophy clearly: consumers can see through ads that aren’t authentic or that simply check a demographic box. Having actors of a particular background is not enough — the people making the ads need to genuinely represent and understand the audience they are trying to reach (Kellogg Company, 2022).
So Kellogg’s went to Mexico City to film. The crew was entirely Hispanic. The talent was entirely Hispanic. Everyone on set was speaking Spanish. The actors drew from their own lived experiences at the breakfast table to inform how the content came to life (Kellogg Company, 2022).
The result was a campaign rooted not in demographic targeting, but in genuine cultural understanding.
Why This Campaign Strategy Works — Through a Research and Strategy Lens
When we at Vaquero look at this campaign, several things stand out as strategically sound — and they align closely with what peer-reviewed research on diversity representation in advertising has identified as associated with stronger consumer response.
The insight came first, and it was real. Kellogg’s didn’t start with a creative brief that said “target Latina moms.” They started with a human truth: cereal has lived on the breakfast tables of Latina families across generations and across borders. That’s a lived experience. That’s a memory. That’s identity. Research on diversity in advertising has found that the accuracy of how a diverse group is depicted — whether it reflects their actual lived experience — is among the most important moderators of how consumers respond to diverse representation in ads (Campbell et al., 2023). This campaign started from accuracy. The insight was grounded in what was real for these families, not what a brand assumed about them.
The production process was the strategy. One of the most important decisions Kellogg’s made wasn’t creative — it was operational. Hiring an entirely Hispanic crew, filming in Mexico City, and creating an environment where actors could give real-time feedback from their own lived experiences wasn’t a production detail. It was the strategy itself (Kellogg Company, 2022).
This matters because authenticity in advertising isn’t just about what appears on screen. It’s about whether the people behind the camera understood what they were making and for whom. Jenkins put it directly: the nuances, the inflections, the cues, the body language — all of it drives the connection to the viewer so they feel understood (Kellogg Company, 2022). Research on diversity representation in advertising identifies perceived authenticity — how genuine or real an ad is perceived to be — as consistently associated with more positive consumer responses (Campbell et al., 2023). Kellogg’s built authenticity into its process, not just its creative.
The campaign acknowledged bicultural identity without flattening it. The strategic framing of the campaign was that being bicultural today means someone can unapologetically embrace both of their cultures (Kellogg Company, 2022). That framing is significant. It doesn’t ask Latino consumers to choose between their heritage and their American identity. It holds space for both at once. This connects to what diversity research identifies as intersectionality — the recognition that individuals carry multiple social identities that shape their experience simultaneously (Campbell et al., 2023). For bicultural Latina moms, the breakfast table is not just a meal. It is a site where Mexico and the U.S. coexist — where abuela’s kitchen and the American morning routine meet. Kellogg’s found that intersection and built a campaign around it.
The campaign lived in community, not just in media. By filming in Mexico City, involving a fully Hispanic crew and cast, and creating content that reflected the daily rituals of real Latina families, Kellogg’s positioned its brand inside a community rather than beside it. The campaign didn’t talk at Latino consumers. It participated in something they already recognized as theirs.
What This Means for Brands — And What We Do at Vaquero
The Kellogg’s campaign is a useful example precisely because it shows that authentic Latino marketing isn’t about translation or token representation. It’s about process, proximity, and genuine cultural investment.
At Vaquero, this is the work we do every day. Our approach to Hispanic and Latino marketing starts where Kellogg’s started — with a real human insight, not a demographic assumption. We believe that the people building the strategy, the creative, and the content need to understand the community they’re speaking to. Not from the outside. From within.
Kellogg’s proved in 2022 that a CPG brand could go beyond surface-level Hispanic marketing and create something that genuinely resonated. Words and images matter, as Jenkins noted. Positive, authentic portrayals reinforce cultures instead of perpetuating stereotypes (Kellogg Company, 2022).
That’s the standard we hold ourselves to at Vaquero — and the standard we help our clients reach. If you’re ready to build campaigns that actually connect with Latino audiences, let’s talk.
Works Cited: Campbell, C., Sands, S., McFerran, B., & Mavrommatis, A. “Diversity Representation in Advertising.” Journal of the Academy of Marketing Science, vol. 53, published online 26 Dec. 2023, pp. 588–616. | Kellogg Company. “New Hispanic Cereal Campaign Demonstrates Importance of Authentic Content Creation.” PRNewswire, 30 Jun. 2022. | Kellogg Company. “On Moms’ Tables Aquí y Allá.” LinkedIn, 2022, linkedin.com/posts/kellogg-company.