Project Overview & Context

• The Problem: Del Real Foods is a leader in authentic, heat-and-serve Latino cuisine, yet they operate in a hyper-competitive refrigerated space where they are often viewed as a mere convenience rather than a cultural staple. This identity gap is further widened by a significant phonetic hurdle: consumers frequently mispronounce the brand as 'Del REEL' instead of 'Del Re-AL,' stripping the name of its authentic meaning and creating a disconnect between the product’s true heritage and its public persona. To drive loyalty beyond traditional demographics, we must move the brand into the cultural conversation by reclaiming its name and its 'Real' (True/Royal) roots."

• The Opportunity: There is a growing demand for "modern heritage" brands, products that offer authentic tradition without the time-intensive prep. By refreshing the brand's visual storytelling to be social-first and vibrant, we can position Del Real Foods as more than a meal; it becomes a gateway to culture, creativity, and community for a new generation of busy, flavor-seeking consumers.

Marketing & Creative Objectives

• Drive national brand awareness and increase year-over-year (YOY) sales by expanding into priority growth markets (MD, GA, FL, NJ) while correcting brand phonetics to ensure top-of-mind recall.

• Creative Objectives:

  • Strategy: Create a campaign that positions the products as more than just an easy dinner, but as a meal rooted in culture.

  • Visual Refresh: Transition from traditional, static food photography to high-energy, modern graphics and video that stop the scroll.

  • Holiday & Occasion Scaling: Create seasonal frameworks that make the brand synonymous with key eating occasions.

Execution:

I concepted and directed the "Eat Better" campaign to solve two problems at once: showing people how easy the food is to make and fixing that annoying "Del REEL" vs. "Del Re-AL" pronunciation issue.

I leaned into the ASMR trend, creating recipe videos that highlighted the satisfying and easy prep of the products. To make the name stick, every video ended with a rhythmic, whispered "Del Re-AL." It acted like an earworm, using repetition to drill the correct brand name into people's heads while they watched some seriously good looking food.

We were able to create a full :30 second video using the UGC style ASMR videos below.

Visual Refresh

The client wanted to push the product out of the kitchen and into a more modern, elevated space. To do this, I directed a complete visual rebrand focused on a "Kaleidoscope of Flavor." This concept moved away from standard food shots and into a high-energy, color-forward world that matched the vibrancy of the ingredients.

By using rhythmic editing and bold, modern styling, we repositioned the brand as a premium lifestyle choice that feels as fresh as the food itself.