Lala’s new “A Celebration of Dairy” campaign by Bakery puts Latin pride and joy at the heart of its first U.S. brand refresh in over a decade.
Dairy brand Lala has launched its first major U.S. brand campaign in more than ten years, titled “A Celebration of Dairy,” with creative agency Bakery behind the work. The campaign marks a strategic pivot for Lala as it aims to deepen its connection with Latinx consumers by spotlighting the cultural and emotional resonance of dairy in everyday life. The effort seeks to elevate dairy from a simple nutritional staple to a source of celebration, pride, and identity.
The campaign’s vibrant visuals and rhythmic storytelling reflect the everyday joys of the Latin community—using dairy as a central, unifying ingredient. From family breakfasts to festive gatherings, dairy is positioned not only as a nourishing component but as a cultural touchstone. Bakery’s execution emphasizes bold, heartfelt moments that resonate with both heritage and modernity.
According to the campaign’s creators, this is more than just advertising—it’s about cultural affirmation. Lala’s U.S. Chief Marketing Officer, Laura Vela, noted the brand’s desire to inspire emotional connection and pride among consumers who see their traditions and values reflected in the campaign. The ads go live across digital and social platforms this summer, supported by in-store activations and influencer partnerships.
The campaign also signals Lala’s intention to expand its presence in the increasingly competitive U.S. dairy landscape. With growth in Hispanic markets and changing consumer expectations around authenticity, brands like Lala are recalibrating their message and media strategies. The campaign leans on emotion and heritage as core drivers to boost brand affinity and consumption.
“A Celebration of Dairy” not only revamps Lala’s creative identity but also reinforces dairy as a vibrant, living part of community and culture. With the Latin population continuing to grow in the U.S., this campaign is a strong play to secure long-term brand relevance and loyalty in an evolving market.
Source: The Drum – https://www.thedrum.com/news/2025/06/26/lala-turns-dairy-celebration-first-work-bakery
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