Lala:
Celebrating Life

Some brands show up in big moments. Lala shows up in the little ones, the real ones. The ones that taste like home.

In 2023, we launched the first institutional campaign for Grupo Lala in years, not just to showcase products, but to redefine the way the brand connects with people.

For decades, Lala had positioned itself as the spark behind special moments.

But with this campaign, we made a shift: from being the hero to being the witness. From product-centric messaging to a people-centered brand that simply… shows up.

This campaign wasn’t built from scripts. It was built from memories
including my own. Because like millions of Mexican families, mine has always
had Lala on the table.

To bring that feeling to life, we created original music for each scene,
not with lyrics, but with hummed melodies that felt as familiar as a childhood morning using the word “Lala” as the lyrics.

We called it LALAleado: a playful, heart-led sound made of “lalas”
that turned daily moments into music.

It was also my first campaign to reach national cinemas. And hearing an entire room hum along in the dark… that was the real soundtrack of home.