Description
Gulf States Toyota (GST) presents a heartfelt example of brands giving back to communities with its new campaign, "Abuelita's Food Truck.” In the documentary-style ad, a real-life Abuelita, Aurora, shares her heritage with her city, as a Tundra tows her new custom-made food truck (courtesy of Toyota) across highways and main streets, allowing Aurora’s tamales to travel and reach new people.
The work is the latest from GST and Erich & Kallman, the award-winning advertising agency whose Austin office spearheaded the creative. Part of a larger campaign initiative that redefines how pickup trucks connect with drivers across Texas, Oklahoma, Arkansas, Louisiana, and Mississippi, the “Abuelita” narrative embodies movement – from generation to generation and home to community, all in a story that leapt from live experiences to video.
The innovative cultural activation was created and crafted by Erich & Kallman’s first Hispanic community-focused team, to ensure cultural insights were authentic, while speaking to universal experiences that connect people across communities. Abuelita’s tamale are presented as a living expression of pride, responsibility, and togetherness, passed down through a family’s history.
"Instead of just claiming that the Tundra is dependable, we demonstrated it through culture, showing how a truck can serve a community beyond utility, through meaning,” said David Castellanos, Creative Director at Erich & Kallman. “By upholding cultural traditions and creating new ones like Abuelita's Food Truck, our team worked to show how the Tundra's strength is built through craftsmanship, consistency, and, most importantly, care."
"Erich & Kallman has created work that reflects who we are and the people we serve”, said Meghan Haslemann, Vice President, Marketing, Gulf States Toyota. “By towing the Abuelita’s Food Truck, the Toyota Tundra becomes the vehicle, – literally and symbolically – that allows Aurora’s food and traditions to travel, reach new people, and remain active in the present. We’re proud to keep legacies moving forward, with reliability and consistency.”
This professional campaign titled 'Abuelita’s Food Truck' was published in United States in March, 2026. It was created for the brand: Gulf States Toyota, by ad agency: Erich & Kallman. This Film and Integrated media campaign is related to the Automotive and Personal Transportation industry and contains 2 media assets. It was submitted 44 minutes ago.
Credits
Brand: Gulf States Toyota
Product: Toyota Tundra
Campaign/Project Title: Abuelita’s Food Truck
CLIENT: Gulf States Toyota
Vice President, Marketing: Meghan Haselmann
Director, Marketing Communications: Nissa Picard
Director, Integrated Marketing Operations: Allison Cooper
AGENCY: Erich & Kallman
CCO / Founder: Eric Kallman
President / Founder: Steven Erich
Executive Creative Director: Rikesh Lal
Creative Director: David Castellanos
Art Director: Christine Camarillo
Art Director: Michelle Sensale
Copywriter: Daphne Lefran
Head of Production & Operations: Kati Haberstock
Director of Brands: Kristi Boutiette
Account Director: Madison Rich
Account Manager: Renata Nava
PRODUCTION
Production Company: Mitú
Executive Producer: Jill Krikorian
Executive Producer: Gabriela Ibañez-Piedra
Director: Sam Lerma
Director of Photography: Sam Lerma
Producer: Vanessa Lerma
Producer: Urwa Zubair
Account Manager: Laura Martinez
Account Manager: Rosario Moreno
Editor: Edgar Andrade
Editor: Yamil Piedra
PODCAST PRODUCTION COMPANY: Sonoro
Podcaster Host, More than Mamis: Antonella Gonzalez
Podcaster Host, Let’s Talk Rollos: Ana Cruz
Senior Director of Sales: Christine Garcia
Sales & Account Manager: Angie Perdomo Sánchez
Chief Commercial Officer: Cesar Martinez
VO, Client Partners & Strategy: Melisa Ramos
Senior Director, Media Strategy: Michael Hernandez
AdOps Coordinator: Zaira Vazquez
INFLUENCER MANAGEMENT PARTNER: Influential
Influencer, Forkitvlog: Ismael Martinez
Influencer, Tallyjoycee: Tally Dilbert
Influencer, Mayelasjourney: Maye Garcia
Director, West Coast Strategic Partnerships: Jordan Romano
Vice President, Client Solutions: Paige Malone
Manager, Creator Management: Ariana Corney
Manager, Performance Media: Chris Murawski
Associate, Creator Partnerships: Diana Crutchfield
Associate Director, Creative Strategy: Max Anderson-Goldstein
MEDIA BUYING & PLANNING: Zenith
Senior Vice President, Client Leadership: Scott Peters
Senior Vice President, Digital Investment: Anna Locke
Vice President, Client Management: Alyssa Keller
Vice President, Multicultural Strategy: Gabriela Harper
Supervisor, Digital Investment: Sharon Cao
Negotiator, Digital Investment: Cierra Copeland
