Natura’s partnered with Lopez Negrete to drive trial and relevance among U.S. Hispanics, starting with its Central American core. Latino families wanted to keep cooking the recipes and traditions they grew up with, but fast-moving lives left no time. The campaign reframed Natura’s role: not a shortcut that replaces tradition, but a bridge that blends authenticity, convenience, and creativity in today’s kitchen, with one pouch as the starting point for thousands of possibilities.
Central American families in the U.S. were balancing work, family, and everything in between, leaving little time to cook the way they were taught. That created a gap between what they wanted to cook and what felt possible, and Natura’s was up against the idea that convenience replaces tradition. Bicultural consumers did not yet see Natura’s as their go-to solution for delivering authentic, home-cooked flavor, limiting trial, usage, and brand affinity.
We launched “Un paquete. Mil posibilidades.”, a social-first platform powered by our Latino Network of Creators. Across seven key U.S. markets, two mega influencers and 17 bicultural Central American creators received a Natura’s PR box and showed how one pouch could become everything from pupusas to stews to breakfast and snacks.
We activated the #1000RecetasChallenge: create a recipe, share it, tag @NaturasUSA, and nominate three friends, with the most-liked recipe winning a paid collaboration in the next campaign. Social ads, a landing page, and a live content hub connected inspiration to purchase.
The campaign drove a 4.25% engagement rate (above benchmark) and 70M views, with most interactions from non-followers. For Natura’s, that translated to a 10%+ increase in sales and a 31%+ lift in brand awareness, proof that one pouch can inspire thousands of possibilities.
