Top MCM Performer 20+ Co-op Scale Execution Category Firsts + Corporate Models 20+ Awards Sustained Growth Top MCM Performer 20+ Co-op Scale Execution Category Firsts + Corporate Models 20+ Awards Sustained Growth

MULTICULTURAL PIONEER: WE SERVE UP BRAND LOVE, MOMENTS OF JOY, AND LOCAL SALES.

Cultural marketing and innovation across targets, products, value, markets, and platforms delivers real connections that impact.

Challenge

A Multicultural marketing pioneer and category leader in a highly competitive, saturated price-driven category, targeted by competitors and press, the latter on quality and health. Staying #1 across 20 co-ops is hard when Multicultural consumers are heavily targeted with options.

Approach

Win the heart of the community. Collaborate with General market agency, Co-op leadership, Regional and Corporate marketing teams to optimize product mix, dayparts, media, and local activation strategies across diverse markets.

Strategy

Dual value strategy (premium + everyday value], target, product, daypart and occasion segmentation across Hispanic and Black moms, youth, Millennials, and families—driving relevance to increase daily traffic, average check and sales.

Theme

Encourage people to pause and share moments of joy with cultural + local connection, value, healthier options + small indulgences.

Creative + Media

Transcultural and MCM campaigns across mass, digital, social, OOH, and experiential—blending national scale with hyper-local relevance, unique experiences, and deeply-rooted community connection (IRL + URL].

Innovation

First-ever Hispanic marketing by development phase playbook, border guidelines, web-novela. First English-Hispanic creative, MCM segmentation, Metrics view, e-coupons, media takeovers, branded content series, and new products (e.g., Fiesta menu, Salads & More].

Results

Top MCM sales performance across co-ops for decades.
Agency MCM marketing and media guidance adopted as corporate policy.
Multiple industry creative and marketing awards.
Multiple McDonald’s “National Marketing Best Bet Award” awards.

Connecting with relevance in culture, in language and in community with local OOH and URL + IRL experiences to diverse Hispanic targets delivers meaningful moments, value, product news and engagement to build real trust and community cred.

More Work

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CHALLENGER BRAND: WE POWER CONNECTION, DREAMS, AND EXPERIENCES INTO DEMAND.

Built in-culture framework across the 5-Ps and influencer campaigns, CX, CRM and experiences that connect and convert.

CATEGORY LEADER: WE STAY AUTHENTIC, IN COMMUNITY, AND IMPACT THE 200% CULTURAL CONNECTORS.

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CATEGORY LEADER: WE STAY AUTHENTIC, IN COMMUNITY, AND IMPACT THE 200% CULTURAL CONNECTORS.

Fuse bicultural insight, nonstop engagement and category, marketing, and dealer journey innovation to always be #1.

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HOW TO BUILD A BRAND, TURN CULTURAL PASSIONS INTO BRAND CAPITAL, AND BREAK RECORDS.

Led Hispanic strategy across segmentation, analytics, CRM, channels, GM and local integration. A Mi Manera / Life My Way brand platform fused storytelling, influencer education + DR, social, community, PR, passion-point experiences, and targeted tactics.

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Hispanic-only brand launch drove Nestle's only global growth

Integrated anti-soda platform Pura Vida. Live Healthy with Hispanics ‘Oprah’ Cristina Saralegui activated across brand, education, community, social and retail drove rapid awareness and sales despite low health interest and premium pricing at recession peak.

Weaponizing cultural truths to fire up the heart and action.

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Weaponizing cultural truths to fire up the heart and action.

360° campaign with emotional shock value plus hard facts broke the ‘cool’ myth among youth, exposed second-hand dangers, and called out Big Tobacco’s targeting for true impact.

Small budget. Double appeal. Big cultural impact.

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Small budget. Double appeal. Big cultural impact.

Efficient OOH and social blitz with playful culturally fluent creative making Vegas appealing to Hispanic grown-ups and kids alike drove record off-season growth and Year 2 expansion across platforms.

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Built cross-border sub-brand. Built parent brand growth.

Identified an unmet cross-border health need through segmentation, geo-health data and low-awareness indexing, and created a new sub-brand, identity, and 360º campaign with grassroots, broker, and education tools that exceeded goals.

Drove Hispanic sales for 20 years. 24/365. 38 Markets. 5 Brands.

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Drove Hispanic sales for 20 years. 24/365. 38 Markets. 5 Brands.

Data-driven Hispanic strategy with pillars of freshness, cultural food, value, inspiration, news, and app rewards, and local optimization for product mix, offers, shopper marketing, and community activation drove sustained Hispanic sales.

Fresh reposition. Simple idea. Serious results.

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Fresh reposition. Simple idea. Serious results.

Disrupted canned default perceptions with pure and simple visuals paired with bold ‘juice-up’ CTA and blind sampling across OOH, digital, TV, radio, retail, and merch and grew all metrics and sales.