How LALA U.S. Embraces Cultural Moments Across Channels
LALA U.S. is shining a spotlight on its expanded cheese and crema (cream) product portfolios through an omnichannel campaign.
Starting in November and continuing throughout 2027, the "¡Ya Quedó!" campaign will have touchpoints online and at retail. The name translates to "it's done" and refers to the cultural truth that for many Mexican families, a dish isn't quite finished until the cheese or crema is added on top, Flavia Panza, LALA U.S. chief marketing officer, told the Path to Purchase Institute.
"[The campaign] celebrates that moment in a way that feels authentic to our core Hispanic consumer while also making these products inviting and relevant to a broader audience," Panza says.
After starting the year with three core cheese offerings, LALA now has 14. The expansion comes as Hispanic cheese significantly outpaces the broader cheese category. According to Circana, Hispanic cheese is now a $1.1 billion category growing at a more than 11% four-year compound annual growth rate (CAGR), compared with a more than 2% CAGR for the $22.8 billion mainstream cheese category.
LALA is focused on connecting with consumers in the places where they engage with culturally relevant food content, look for meal inspiration and discover new products.
In Stores
The campaign includes a combination of retailer-specific and multi-retailer promotional offers designed to encourage trial and purchase across key shopping channels. These include targeted offers through Walmart (for crema SKUs), Target, Kroger and H-E-B, as well as Hispanic grocery retailers and other retail partners.
"We also leverage national multi-retailer promotional programs to help make LALA cheeses and cremas more accessible to shoppers across markets," Panza says.
LALA will host in-store sampling events at key Hispanic retailers in markets such as Dallas, Los Angeles and Chicago. The company brings its products directly to communities through store parking lot activations, community events, festivals and holidays.
The Partners
The following companies helped bring LALA U.S.'s "¡Ya Quedó!" campaign to life:
Creative: Bakery Agency, Imaginity, JDL
PR: Agency H5
Packaging: DuPuis Group
Media Buying and Planning: Ken Media
Shopper Marketing: Acosta, Chicory, Harvest Group, JDL
Activation: Alianza, ATL, G&G Marketing, HK Marketing, LMS
Retailer Holiday Activations
The campaign's holiday activations will span key cultural and seasonal occasions at H-E-B, El Rancho Supermercado, Fiesta Mart, Vallarta Supermarkets and other grocers. These will include Hispanic Heritage Month, El Día de los Muertos (Day of the Dead), Halloween, Thanksgiving and Christmas. Las Posadas, a religious observance held Dec. 16-24, and Nochebuena (Christmas Eve) also present opportunities to connect with consumers, Panza says.
Online
LALA's campaign spans social media platforms, including Meta and TikTok, with premium digital video, rich-media display advertising, and creator and influencer partnerships. There will be recipe-inspired, add-to-card advertising and digital experiences connecting meal inspiration with shopping opportunities. A partnership with Chicory this quarter will pair contextual recipe content with multiple ad formats featuring shoppable links to drive purchases at participating retailers, Panza says.
Influencers were carefully selected and vetted to align with LALA's brand values, resonate with consumers and create authentic, relevant food content. The partnerships span a range of creators, from Spanish-speaking home cooks sharing traditional recipes and daily meal inspiration to modern food enthusiasts who use LALA cheeses to bring authentic Mexican flavor to their own creations.
"The goal is not simply to build awareness of the new products, but to show the versatility of Hispanic cheeses and inspire consumers to incorporate them into both traditional Mexican dishes and everyday meals," Panza says.
