Responses by David Castellanos, creative director, Erich & Kallman.

Background: The purpose of Abuelita’s Food Truck was to connect the Toyota Tundra with a cultural truth deeply rooted in the Hispanic market—the pride of showing up for family, consistently and reliably. The campaign speaks to people who see dependability not just as a feature but as a responsibility, something that defines both the provider of the family and the truck they choose to drive. By centering the story around Aurora, a real abuelita (“grandma”), and the traditions she carries through food, the work positions Tundra as a truck that embodies those same values of strength, trust and long-term reliability.

Design thinking: Instead of claiming that the Tundra is dependable, we wanted to prove it through culture. In Hispanic families, few symbols represent consistency and care more than an abuelita, someone who shows up year after year with the same recipes, traditions and love. By turning the Tundra into the engine behind a traveling food truck run by a real grandmother, the truck becomes the vehicle that literally carries tradition forward. The idea allows the product to demonstrate its role organically.

Challenges: Finding the right balance between authenticity and brand storytelling. Because the project centered on real people and traditions, the work needed to feel like a respectful documentary rather than an overly staged commercial. That meant letting the story unfold naturally while still ensuring the Tundra played a meaningful role. Achieving that balance required restraint in both storytelling and craft.

Favorite details: One of the details we’re most proud of is that the story is anchored in a real person. Aurora isn’t an actor; she’s someone who has spent years sharing her food and traditions with her family and community. Seeing her prepare tamales by hand, interact with people and tell her story created moments that felt genuine and emotionally grounded.

New lessons: The project reinforced how powerful cultural storytelling can be when it starts with listening. The story naturally revealed itself to us after we spent time with Aurora and learned the role food plays in her family and community. We were reminded that the most meaningful ideas often come not from inventing narratives but from recognizing the significance of ones that already exist.

Visual influences: The visual approach was inspired by documentary storytelling—films that observe rather than direct. We wanted the camera to feel present but unobtrusive, capturing the textures of cooking, the warmth of conversation and the rhythm of community gatherings. Aurora also influenced the food truck’s design—she loves embroidery, so we incorporated similar patterns into the truck’s graphics, allowing a personal detail from her life to become part of the project’s visual identity.

Specific project demands: Timing was one of the most challenging aspects of the project. We needed the campaign to go live within a very specific window to align with the media plan and ensure the work reached the right audiences at the right moment. Achieving that balance between production, storytelling and distribution required close collaboration. Our partners at media companies mitú, Sonoro and Zenith were instrumental in making it happen. With their support, we were able to produce the project in a way that worked seamlessly with the media strategy, ensuring the story reached the audiences it was meant for across video, social and audio platforms. Their partnership helped amplify the impact of the work and connect the campaign meaningfully with Hispanic communities.

erich-kallman.com
influential.co
sonoromedia.com
wearemitu.com
zenithusa.com