Feed Your Inner Child
- Client
- California Milk Processor Board / got milk? / toma leche
- Campaign
- Feed Your Inner Child
- Agency
- Gallegos United
The Client
The California Milk Processor Board created the iconic got milk? campaign. Its toma leche platform connects the brand with California’s Hispanic communities.
Bring back la merienda.
A familiar childhood ritual gave families another moment to enjoy milk together.
The Challenge
Find new occasions for people to drink milk.
The Idea
Bring back la merienda, the after-school snack many parents remembered from childhood. We connected it with another shared memory: drinking milk while watching El Chavo. By bringing the show’s beloved characters into the campaign, we invited parents to relive that moment with their own kids—and feed their inner child.
The Work
Videos and online games made the idea something families could enjoy together. Retail appearances by El Chavo characters, milk sampling, a mobile experience that pointed people to nearby events, and a notebook offer brought la merienda into stores.
Contribution
Creative direction, bilingual copywriting and multicultural strategy.
Recognition
REGGIE Awards 2017 — “El Chavo y Leche” — Bronze
Portada Awards 2018 — “El Chavo / Toma Leche” — Top Campaign Driven by Multicultural Insights
Cultural Impact
The City of Los Angeles proclaimed the first El Chavo del Ocho Day, later joined by Fresno and Sacramento.
Selected digital and social executions