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!

Thank God we have market research, because without it we would miss out on very important information, such as the fact that U.S. Hispanics own more charcoal grills than non-Hispanics: 76% compared to 50%

This according to the Hispanic GrillWatch Survey, commissioned by Weber, the same company that a few weeks ago launched a Hispanic grilling contest calling on participants to demonstrate their “patriotic spirit and passion for grilling” by entering the “Únete a la Onda Latina. ¡a Weber!” grilling contest.

Complementing the contest -and now the research- the company is giving Hispanics some grilling advice: “Remember that whether its seared steaks, roasted vegetables, smoked fish, barbecue ribs, pizzas or even caramelized fruits – it can all be cooked over charcoal.” (You never know with these people… they might be tempted to throw on a few bits of chicharrón, tripas, sesos or other disgusting delicacies we love to eat).