Results
211M
Views
+661%
vs. view goal
93.6%
Positive comments
+256%
Impressions vs. goal
99.97%
of budget executed
When to connect in Spanish and when to scale in English.
Challenge
Cultural complexity at large scale
Growing presence massively while maintaining that special connection with the audience they already had.
Los Altos Foods needed to increase awareness at scale within the Hispanic-Mexican market in the United States: a bicultural, bilingual audience deeply connected to its roots.
The challenge was to reach more people with a strategy capable of respecting the bicultural complexity of the audience.
Insight
One audience, two ways to connect
The Hispanic audience does not behave as one monolithic group. It operates in two modes. Spanish creates closeness, conversation, and deeper engagement. English, on the other hand, helps extend reach and gain visibility at a larger scale.
The data confirmed it: the campaign reached 93.6% positive comments, well above the food category average. On Meta and TikTok, Spanish-language content drove deeper interaction; on Google and YouTube, English dominated visibility. We realized that language choice affected each piece’s performance, and we understood the timing of each language to maximize penetration.
The same campaign, segmented by language, could optimize two goals at once: connect with more intention and scale with greater efficiency.
Idea
Use each language for what it does best
The solution was to design a dual-language, multiplatform campaign architecture where both languages worked together in a complementary way throughout the awareness funnel.
Spanish was activated to generate connection, conversation, and engagement with an audience that recognized something of its own in the message. English was used to expand reach and maximize visibility on platforms where scale was key for the business. This way, each language played a specific role instead of competing for the same space.
To this strategy, we added a layer of UGC content that made the campaign feel more natural within the feed. The same creator was the top performer on Meta and TikTok, proving that strong content could travel across platforms without losing impact.
With this combination of language-based segmentation, platform-level optimization, and content created through a more authentic voice, Los Altos Foods was able to build awareness at scale without diluting its cultural connection. A campaign that didn’t just go far — it landed right.
