MI PUEBLO FOOD MART

Strategic Rebrand for a Community Comeback

When Mi Pueblo Food Mart faced public backlash following a federal investigation that uncovered undocumented workers, the brand found itself in a crisis of trust. Community perception shifted dramatically, with many feeling the company had turned its back on its people. Mi Pueblo needed more than a PR fix; they needed to reconnect emotionally, rebuild credibility, and reposition themselves as a true community partner.

Strategic Opportunity: Reframe the Brand as a Place of Belonging

Working closely with my copywriting partner (my dupla), we developed a holistic Hispanic marketing strategy rooted in cultural authenticity and emotional resonance. Our goal: remind customers that Mi Pueblo isn’t just a store—it’s a reflection of their story. Their memories. Their culture.

Insight: “Pueblo” Isn’t Just a Word—It’s a Feeling

We leaned into the dual meaning of “pueblo” (town/home) and used it to reframe the brand as a space filled with warmth, tradition, and generational connection. Each spot we created allowed elders to share memories of “their pueblo,” only to reveal in the final moment that they were referring to Mi Pueblo itself. This provided a clever twist that connected emotional nostalgia to modern shopping behavior.

Deliverables:

• Culturally resonant Spanish-language TV spots
• Print and digital advertising across Hispanic media outlets
• In-store signage and promotional materials
• Strategic consultation on community messaging and brand tone

Spot Highlight: “Abuela’s Tamales”

To reestablish emotional trust and reconnect with core audiences, we leaned into the warmth of family rituals and the sensory power of storytelling.

Set during the holidays, this spot features a grandmother preparing tamales with her grandchildren. As they cook, she tells vivid stories about her beloved pueblo—a place filled with laughter, tradition, and the comforting scent of masa in the air. The children, enchanted by her tales, imagine a small town in Mexico and excitedly ask if they can visit next year.

Just then, their mother walks in with a tray of Mexican sweets and gently clarifies the twist: Abuela isn’t talking about a faraway town—she’s been describing Mi Pueblo Food Mart, her favorite grocery store and a place that reminds her of home.

Strategic Impact:

By merging cultural tradition with brand familiarity, the spot positions Mi Pueblo as a place where generational memory meets modern life. It’s not just where you shop—it’s where you reconnect with who you are.

Spot Highlight: “Sunday Drive”

To deepen emotional resonance and reinforce Mi Pueblo’s identity as more than just a grocery store, we created a multigenerational story rooted in nostalgia and discovery.

In this spot, grandparents take their grandchildren on a leisurely Sunday drive. Along the way, they describe their pueblo—their hometown—with vivid detail: the aromas of fresh bread, the sound of music in the plaza, and the sense of belonging that defined their upbringing. The children, enchanted by these stories, ask if they can visit this magical place someday.

Just then, Grandpa smiles and announces they’ve arrived. Confused, the children ask where they are. Grandpa gestures to the store sign and replies, “Mi Pueblo.”

Insight in Action:

By reframing Mi Pueblo Food Mart as a bridge between generations—a place that preserves cultural identity and brings families together—we strategically positioned the brand not just as a retailer, but as an emotional anchor in the community.

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