MULTICULTURAL MINUTE NEWSLETTER
January 2025
The Power of Family and Food
In today’s world, reaching multicultural audiences is about more than just translating messages or making a token effort. It’s about being creative, authentic, and really understanding the cultural nuances that matter. The brands that do this right connect with people by celebrating shared values and traditions, building loyalty and trust along the way.
This month, we are highlighting how the NFL, Chevrolet, and DoorDash are engaging Hispanic audiences through smart, culturally-aware marketing. The NFL’s “Holding the Line” series combines food and football, two things that bring people together. Chevrolet’s “Casa Chevy” taps into the warmth of “Abuela’s Kitchen” to introduce electric cars while honoring family traditions. And DoorDash’s campaign takes the familiar phrase “Hay comida en la casa,” or “There is food at home,” and turns it into a feel-good message about family time and convenience.
All three campaigns show that food and family are at the heart of connection—creating moments that build trust and bring people closer together.
The NFL’s New Series Celebrates Latino Food Culture
The NFL’s new series, “Holding the Line,” connects with Hispanic audiences through food. Featuring chefs Anastacia, Octavio, and Jhonny, the series introduces Latino flavors to tailgating. The campaign highlights the NFL’s growing Latin presence and celebrates the joy of sharing food and culture with short videos being shared across social media platforms.
Chevy’s Family-Centered Approach to Promoting EVs
Chevy built EV awareness among Hispanic consumers through an immersive campaign called “Mi Familia, My Chevy: Casa Chevy.” Instead of traditional test drives, Casa Chevy created a welcoming space inspired by family traditions, featuring “Abuela’s Kitchen” to educate and engage audiences. The effort reached over 45,000 visitors and drove strong interest in Chevy EVs.
DoorDash Brings Family Dinners to Life in Latest Campaign
DoorDash reimagines the phrase “Hay comida en la casa,” turning it into a nostalgic and heartwarming message. Their new film shows kids disappointed by the phrase but delighted when DoorDash delivers their favorite foods. The campaign highlights the importance of family dinners celebrating the joy of shared meals across generations and showcases DoorDash’s ability to bring local restaurant meals home.
For more cultural insights, contact the C+C Multicultural team at jgonzalez@cplusc.com.
