Abuelita’s Food Truck
Toyota
For many Hispanic families, traditions live in kitchens—not in the spotlight. Toyota wanted to authentically connect with Hispanic audiences in the Gulf States region, but needed a way to honor cultural heritage without feeling transactional or surface-level.
Introducing, Abuelita’s Food Truck— a mobile kitchen towed by the Toyota Tundra, created to help real abuelitas share their recipes, stories, and legacy with their communities.
We partnered with real abuelitas across the Gulf States region, starting with Aurora and her family’s beloved tamale tradition. Toyota wrapped and towed a custom food-truck trailer to community events, our abuelita cooked, served, and shared her story. Content captured at every stop amplified her voice while showcasing the capability and heart of the Tundra—
way better than some specs ever could.
Credits
AGENCY | ERICH & KALLMAN