• by Fern Siegel , Yesterday

Named LALA's creative AOR last year, Bakery just released its first campaign for the dairy brand.

The 30-second spot  "LALA How You Wanna"  highlights Latin American heritage. The whimsical ad lets consumers know LALA can be enjoyed in many ways.

What the work doesn't focus on is health. Instead, it's all about the personality of the product — it can help make a volcano for a school project, enhance a piña colada, or a perfect yogurt drink for dunking a churro.

The campaign is rolling out in major national markets now, appearing on social, digital and CTV.

KEN Media handles media planning and buying.

“We wanted the aesthetic to feel colorful and unmistakably Mexican, but also fresh and current,” said Rodrigo Rothschild, creative director at Bakery. “There’s a real cultural pride that comes with that. We tried to channel that through every detail—from the casting to the choreography to the music, which was inspired by artists like Ca7riel y Paco Amoroso. The result is fun, a little weird, and hopefully something people won’t forget.”

Bakery is also the creative AOR for the company's sister brand, Promised Land Dairy. The agency launched "Fancy?" for it last year.

Grupo LALA is one of the largest dairy companies in the world. As part of its 2030 strategy, the Mexican dairy producer will continue to expand in the U.S., capitalizing on the growth of the Hispanic market.