Marketing has mysterious ways of turning traditions into sales pitches. But Kraft’s latest Latino-targeted effort is a bit of a stretch.
The food and beverage giant has tapped former Timbiriche and telenovela actress Bibi Gaitán for its latest marketing gimmick ‘De mamá a mamá’ (From mother to mother), a program designed for busy Hispanic mothers who “go through a constant negotiation between their new lifestyle in the U.S. and their family traditions.” And here’s where the thing gets tricky: While stressing the importance of recipes taught “by abuelita,” Kraft focuses its pitch on quicky meals: Oscar Mayer hot-dogs and Ritz crackers… mmm!
But wait! For the more complex cook, there is Macaroni & Cheese dinners, accompanied by delicious Jell-O snacks, something Kraft calls “smarter food choices,” without blinking.
And just in case you are wondering what’s Hispanic about all this, Bibi shares her secret for a perfect family gathering: setting up an indoors pic-nic while enjoying Oreo cookies with, what else?, café con leche. Ay, ay, ay!