Del Real Foods taps Abuela Intelligence for first brand campaign
Not AI. Abuelas. Del Real’s first integrated campaign trades algorithms for ancestral wisdom just in time for Cinco de Mayo, agency TDA Boulder brings bold creative to the table with a call centre full of real grandmas.
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In a cultural moment obsessed with artificial intelligence, Del Real Foods is serving up something far more human.
The Hispanic food brand has launched its first-ever integrated brand campaign, Abuela Intelligence, created by agency of record TDA Boulder. Equal parts nostalgia, flavour, and heart, the campaign mines a different kind of intelligence, the kind passed down from real grandmothers, not machine learning models.
Set inside a cheeky, ‘90s-style call centre, the hero spot introduces a team of headset-wearing abuelas who take calls on everything from love troubles to carnitas prep with answers packed with wisdom and zero tolerance for shortcuts. It’s an unexpected twist on the tech world’s obsession with AI, infused with the warmth and cultural pride at the core of Del Real’s identity.
“Abuela Intelligence is our playful, heartfelt way of honouring the real source behind our recipes: generations of grandmothers whose love and tradition are built into every bite,” said Daniela Simpson, CMO of Del Real Foods. “While the world leans on technology, we’re leaning on something that’s been here all along: abuela wisdom. Real meals. Real advice. Real love. That’s what Del Real Foods is all about.”
Credits
View on- Agency TDA Advertising & Design/Boulder
- Production Company REVERIE Content
- Director The Director Brothers
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Credits
View on- Agency TDA Advertising & Design/Boulder
- Production Company REVERIE Content
- Director The Director Brothers
- Editing Cosmo Street/Los Angeles
- Executive Creative Director Jonathan Schoenberg
- Creative Director Jeremy Seibold
- Associate Creative Director/Copywriter Kyle Rathod
- Associate Creative Director/Copywriter Mia Nogueira Hearne
- Executive Producer Dennis Di Salvo
- Producer Rich Pring
- Producer Cathleen O'Conor Stern
- Producer Dianne Rodriguez
- Editor Julie Kravitz-Gannon
- Audio Record & Mix Paul Hurtubise
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TDA Advertising & Design/Boulder
- Production Company REVERIE Content
- Director The Director Brothers
- Editing Cosmo Street/Los Angeles
- Executive Creative Director Jonathan Schoenberg
- Creative Director Jeremy Seibold
- Associate Creative Director/Copywriter Kyle Rathod
- Associate Creative Director/Copywriter Mia Nogueira Hearne
- Executive Producer Dennis Di Salvo
- Producer Rich Pring
- Producer Cathleen O'Conor Stern
- Producer Dianne Rodriguez
- Editor Julie Kravitz-Gannon
- Audio Record & Mix Paul Hurtubise
Simpson challenged TDA Boulder to bring the brand’s soul to life in a way that resonated with a new generation of consumers while honoring its deep family roots. The result: a campaign that’s both emotionally resonant and culturally playful, proving that traditional values still have serious stopping power in modern marketing.
“There is a lot of debate over the best way to use A.I. but in our opinion not enough of it revolves around carnitas and tamales,” stated Jeremy Seibold, Partner & Creative Director, TDA Boulder. “Finally, a version of A.I. that isn’t interested in taking over the world.”
The campaign leans into the intersection of cultural truth and storytelling craft, celebrating the power of heritage while poking fun at our tech-obsessed times. From the casting of real grandmas to the lovingly retro set design, every detail reinforces Del Real’s commitment to the real.
The campaign launches across Connected TV in key markets (Los Angeles, San Diego, and San Francisco), digital video (YouTube and social), and the brand’s website. It’s supported by the ‘Abuela Road Trip’, a mobile sampling experience making stops at major retailers throughout California and Arizona this summer. To sweeten the rollout, Del Real is offering a $2 off digital coupon dubbed “Abuela’s Treat” and will be launching a national “Ultimate Abuela” contest later this year.
