Positioning Gala Foods as the supermarket that truly understands what home tastes like for ethnic communities in the US
Alerta developed Sabor de Hogar, an original bilingual creative platform built around the emotional truth that food is the most powerful connection to home and culture. We produced the full campaign on location in Limón, Costa Rica, capturing the authentic flavors, people, and...
The Challenge
For ethnic consumers in the US, grocery shopping is not just a transaction; it is an act of cultural preservation. Finding the ingredients that taste like home, the brands that connect to memory, and the products that make it possible to cook the dishes that define identity is something generic supermarkets simply cannot offer. Gala Foods needed a campaign that positioned it as the store that genuinely understood this need, not just as a retailer with a wider product selection but as a cultural ally for communities trying to maintain their food traditions in a new country.
The Solution
Alerta developed Sabor de Hogar, an original bilingual creative platform built around the emotional truth that food is the most powerful connection to home and culture. We produced the full campaign on location in Limón, Costa Rica, capturing the authentic flavors, people, and moments that give it cultural credibility. We composed original music specifically for the campaign, a sonic identity that carried the warmth and nostalgia of the brand platform and delivered a one-minute hero video alongside social media assets across all required formats. Every element was designed to make Gala Foods feel like a store that belonged to the community rather than one that simply served it.
Campaign Content
How We Did It
Sabor de Hogar
A Platform built on cultural truth. We built the entire campaign around a single insight that every ethnic consumer in the US carries: that food is the most direct and powerful connection to home, family, and identity. Positioning Gala Foods as the store that understands and honors that connection immediately differentiated it from every generic supermarket in the market.
Production in Limón, Costa Rica
We shot the campaign on location in Limón, a choice that gave the work authentic visual and cultural credibility from the first frame. The people, the colors, the food, and the energy of the location brought the Sabor de Hogar platform to life in a way that studio production could never replicate.
Original Music as Brand Identity
We composed original music specifically for the campaign, a piece that carried the warmth, nostalgia, and cultural richness of the Sabor de Hogar platform and gave Gala Foods a sonic identity as distinctive as its visual one. The music became the emotional backbone of the hero video and all campaign assets.
Bilingual From the Brief
Every piece of content was developed in English and Spanish simultaneously, ensuring that every member of the diverse ethnic communities Gala Foods serves could connect with the campaign in the language that felt most like home.
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to a wider America?
Expand to a wider market. We help brands of all sizes take advantage of the bigger opportunity through a bilingual culture-conscious approach. Let’s chat today.
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