Toledo, one of the leading cold-cuts and cured meats in Central America, wanted to refresh their brand communication platform ‘Mother’s Secret’, to relaunch their new identity, just as they reached their 50th anniversary. Quite appropriately, the campaign was launched in mothers’ day—an important celebration among Latin American cultures.

The leading insight was built around maternity, and how recent generations of mothers have experimented shifting scripts for their roles as moms. The main narrative for this campaign was:
life changed radically in the last 50 years, but the things that matter the most have remained intact. Toledo, a legacy brand, yet with a story of innovation, has been part of moms’ lives through their beautiful journey of transformation.

El secreto de mamá por 50 años
Guatemala, 2022
Brand Strategy
Creative Direction
Film and Motion