Hormel Foods: Multi-Brand Latino Engagement

How Multiple Hormel Brands Found Their Latino Voice

Hormel Foods brought several of its brands to the creative team where members of LABU worked, each needing to build a meaningful connection with U.S. Latino audiences. From Herdez to Hormel cold cuts and Spam, every brand required its own cultural angle and a voice that felt true to Latino homes.

Our team developed ideas rooted in humor, identity and everyday Latino life. We introduced Herdez with stories that celebrated authenticity in a playful way. We positioned Hormel cold cuts as a natural fit for busy Latino families. And we showcased Spam as a versatile ingredient that sparks imagination in the kitchen.

Each brand found a way to speak to Latinos with relevance and humanity. These ideas were created by the creatives who now form LABU, and they continue to shape how we approach culturally grounded work today.

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