Recipes vs Arthritis

Agency: Publicis Conseil


Recetas Nestlé, with the help of Publicis Conseil/Mexico and Digitas Mexico, has created a platform to empower people who suffer from arthritis in their daily meal preparations while enhancing their quality of life.

In Mexico, many have a strong passion for cooking; it is seen as an enjoyable experience of personal expression. Yet, arthritis diagnosis is 60% higher in Mexico than in the rest of the world. Due to the pain caused by arthritis in their hands, many people are forced to stop cooking.

As the number one culinary platform in Mexico, Recetas Nestlé wanted to become the ally of Mexican cooks, helping those who felt they could no longer cook, due to this autoimmune disease, realize there was another way to fight it.

In partnership with a physical therapist, a dietitian, and a chef, Recetas Nestlé, Publicis Conseil and Publicis Mexico created “Recipes vs Arthritis”: a series of arthritis-friendly recipes that combine hand movements and the right ingredients to help people cope with arthritis, so they don’t have to give up on their passion.

These special recipes found on the Recetas Nestlé site provide information about this disease and 20 recipes so far that contain different hand exercises for users to do while cooking. Editorial notes with relevant information about symptoms and exercises for people with arthritis are also incorporated with the recipes.

This professional campaign titled 'Recipes vs Arthritis' was published in France and Mexico in May, 2023. It was created for the brand: Nestle, by ad agency: Publicis Conseil. This Integrated medium campaign is related to the Food and Health industries and contains 1 media asset. It was submitted 11 months ago.


Paulina Espinosa, Marketing Manager Recetas Nestlé MX
Nataniel Espinoza, Communication Manager, Nestlé MX
Miriam Mendoza, Communication Director, Nestlé MX
Julieta Loaiza, Head of Communication & Corporate Affairs, Nestlé MX
Alejandro Antonio, Communication Expert to Recetas Nestlé, Nestlé MX
Christian Boucaud, BEO of Dairy, Nestlé MX
Liliana Heritier, Head of Communication LATAM
Lourdes Muñoz, Head of Food LATAM
Rafael Biselli, Recetas Nestlé and Media LATAM
Cristina Iturralde, Content, Data & CRM Manager LATAM

Marco Venturelli: CEO/ Chief Creative Officer
Alexandra Evan: VP
Diego Wallach: Executive Creative Director
Francesca Vitello: Senior Copy Writer, Creative Conception
Laura Aondio: Senior Art Director, Creative conception
Donya Bouzarjomehri: Global Groupe Planning Director, Creative conception
Dennis DeYonker: Groupe Global Client Lead
Olga Papikian: Global Category Lead
Lynda Allou-Rabeau: Client Services Director

Federico Russi: Chief Creative Officer
Jorge Carrera: Executive Creative Director
Luis Sordo: Executive Creative Director
Martín Amador: Art Director
Angel Vargas: Sr. Art Director
Rodrigo Rodriguez: Content Vice President
Diana Santos: Head of planning
Roxana Jurado: Regional Group Account Director
Marlene Solís: Account Director
María Fernanda Gutiérrez: Account VP
Lizeth Torres: Sr. Producer
Alexandra Varassin: Digitas Mexico CEO

Director: Karen Gómez
DOP: Daniel Anguiano
Executive Producer: Verónica Tavizón
Head of Production: Vanessa Hernández
Line Producer: Daniel del Cruz
Stylist: Zaid Días
Set designer: Juan Carlos del Torno
Food Stylist: Beatriz Nogueira

Tex s.r.l. N/A
Post Production Supervisor: Alberto Rentería
Editor: Alejandro Balleza
Flame Artist:
no se usó
Coloris: Daniel Iglesias


Mix: José Antonio Atilano Ruiz


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