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LALA's Campaign Takeaways:
- LALA’s new “How You Wanna” campaign centers on joyful, expressive dairy moments.
- Bakery’s creative direction brings out the brand’s Mexican roots through casting, choreography, and music.
- The campaign rolls out via social, digital, and CTV across major U.S. markets.
Why eat yogurt when you can dunk it, dance with it, and celebrate it in slow motion?
Developed by Austin-based creative agency Bakery, LALA’s latest campaign leans into bold energy and cultural pride to reframe how we experience dairy.
At the center is “LALA How You Wanna,” a 30-second hero spot that’s bursting with choreography, color, and character.
All set to an original track inspired by Latin American artists.
It’s the first major push since LALA named Bakery as its creative agency of record, marking a notable departure from traditional dairy marketing, which often leans on nostalgia or nutrition.
“This campaign doesn’t just showcase our dairy products — it delivers them with a lighthearted, clever energy that feels distinctly LALA,” said Heather Foitek, VP of sales and marketing at LALA U.S.
"It’s fun, fresh, and full of personality.”
Meanwhile, Creative Director Rodrigo Rothschild emphasized the intent behind the vibrant look and feel.
“LALA has deep roots in Mexico, and there’s a real cultural pride that comes with that," he said.
Rodrigo added that the Baker team tried to channel this through every detail, from the casting down to the choreography.
Playful, Proud, and Unapologetically LALA
The campaign features three videos: a 30-second main film and two 15-second cutdowns.
In them, viewers meet a cast of expressive characters who revel in their LALA moments.
There’s a woman pouring crema on tacos like she’s in a music video, a man joyfully dunking his churro into a yogurt drink, and a family theatrically passing around queso at the dinner table.
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These moments are designed less for realism and more for celebration of food, family, culture, and individuality.
Every scene is amplified through bold lighting, exaggerated movements, and a music track that sets a high-energy tone throughout.
The campaign now runs in major U.S. markets through digital, social, and connected TV platforms.
It follows Bakery’s recent work on LALA’s sister brand, Promised Land Dairy, including a whimsical “Fancy?” campaign and a marshmallow milk collab with Peeps.
Our Take: How Do LALA's Dairy Ads Do?
I think what sets this campaign apart is how confidently it flips the script on what dairy ads are supposed to be.
As consumers, we’re used to seeing breakfast-table families or messaging focused on nutrition.
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LALA breaks away from this and instead turns moments with LALA into colorful feasts.
This kind of expression-first approach is an effective way to grow brand awareness.
And this is especially true when targeting younger audiences who value identity and self-expression in the content they consume.
In other news, Pepsi launched a new campaign trolling Coca-Cola with new summer bottles.
Whether you're scaling a local favorite or launching nationally, these agencies build smart F&B campaigns:
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