The Challenge

Some brands have sat in the pantry for generations and are still just another product. They become a habit, not an affection. That was Marías Gamesa for the Hispanic consumer in the United States: a well-known cookie, yes, but not the one that stayed in the heart.

The challenge was simple to state but hard to achieve: that every Hispanic person in the United States, upon seeing or eating this cookie, would think of one person: their mom.

My role: Senior Copywriter. I wrote the concept, the territory narrative and the copy across all the assets.

So we thought about how we could pull that off, and we came to the conclusion that no love compares to a mother’s love, even though that love, too, can fade into the background, the way Marías Gamesa cookies had until that point. And let’s be honest, there’s no love more authentic, more intense, more unconditional, than that of a Latina mom. 

That love that isn’t spoken, it’s proven throughout a lifetime. 

So we treated Marías Gamesa like a Hispanic mom and started showing how Marías Gamesa has always been there with love in your everyday moments for years; with a note on the fridge full of love and food, with a text message at 7 a.m. from your mom worried about your breakfast before work, with a lunchbox that suddenly felt like a hug at recess.

And that’s where the message that carries the whole campaign was born. Six words. Zero filler: “Made with authentic mom’s love.”

So that message wouldn’t stay stuck on a package and would truly reach the hearts of the people who ate it, we built a real 360, truly omnichannel campaign that followed the consumer to every moment where a mom’s love lives: