As artificial intelligence continues to dominate advertising strategies across industries, Del Real Foods is taking a refreshingly human approach with its first-ever brand campaign: “Abuela Intelligence.” Designed to charm consumers with humor and authenticity, the campaign draws on the timeless wisdom of grandmothers to cut through today’s high-tech noise.
Launched around Cinco de Mayo but set to run year-round, the campaign features a 30-second TV spot in which a call center is staffed entirely by abuelas. Wearing headsets, knitting scarves, and handing out purse candies, these grandmothers offer callers heartfelt advice—ranging from how to make the perfect taco to navigating relationship woes. In this universe, "AI" no longer means artificial intelligence but rather Abuela Intelligence.
In a market saturated with robotic interactions and digital overload, Del Real Foods taps into nostalgia as an emotional lever. Unlike other brands that struggle to land an emotional punch, this campaign reclaims the warmth of traditional family wisdom. The brand’s message is clear: some advice is better when it comes from someone who’s lived it.
This strategy lands at a strategic time. The global ready-to-eat food market is booming, expected to grow from $193.8 billion in 2024 to $406.9 billion by 2034. Convenience and packaging innovations are driving this surge, but so is a hunger for food experiences that feel authentic.
Headquartered in Jurupa Valley, California, Del Real Foods offers Mexican-inspired meals distributed nationally through major retailers like Costco, Walmart, and Target. The company was acquired in 2024 by CMI, a Guatemala-based conglomerate operating in 15 countries across Latin America.
As part of the campaign, Del Real Foods will host tasting events and launch a nationwide search to find the “Ultimate Abuela.” The brand’s bet? That consumers still crave something more human — and that no algorithm can compete with the wisdom wrapped in a grandmother’s warm embrace.
