Abuela Intelligence

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, flavor, 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 center, 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.

Behind the Campaign Strategy:
“Abuela Intelligence is our playful, heartfelt way of honoring 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.”

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.