New ‘Leche’ Campaign Explores Latino Realities.
January 10, 2003
A new documentary-style Spanish television campaign from the California Milk Processor Board (CMPB) will begin airing across California this week. Drawing from Hispanic research, the new ‘Familia, Amor y Leche’ (Family, Love And Milk) campaign brings into focus real issues facing today’s Latinos – from working moms in a tight economy to growing health concerns and acculturation.
The campaign consists of four new (30 second) commercials, including ‘No Time To Cook,’ ‘Soccer,’ ‘Dining Out,’ and ‘Calcium.’ Airing on Univision and Telemundo networks in California, the new cycle of spots will run through 2003 and be offered to dairy groups nationally.
“This advertising is about being an American Latino in 2003,” says Jeff Manning, CMPB executive director.
The sparse “in your face” commercials were directed by Rodrigo Garcia, son of Colombian writer Gabriel Garcia Marquez, and created by Santa Monica-based Anita Santiago Advertising, Inc.
From working moms, to living in hard economic times, growing health concerns and less time with family at home – the new campaign raises real issues that many Latinos face on a daily basis.
‘No Time To Cook,’ for example, opens with a Latina mom talking about her life, “I have two jobs and three kids. So I don’t have time to cook the way I’d like to. I used to be able to make them every meal from scratch, but not any more.” She goes on to say how she makes up for it by preparing her favorite recipes each weekend with her kids. “That way we spend time together and they learn how to cook.” The spot ends with the familiar “Familia, Amor y Leche” tagline and voiceover.
According to Manning, “The new campaign elevates milk above soft drinks, juices and bottled waters. It honors the unique role milk plays in Latino lives.”
The CMPB has been running a separate Spanish-language television campaign since 1994, a year following the launch of its popular GOT MILK? general market campaign. In recent years the CMPB has also launched a number of statewide Hispanic promotions aimed at increasing milk consumption in California.
