Mamá Lucchetti is one of my most beloved projects—and one that proves just how powerful creativity can be for business.
Back in 2007, Lucchetti—a local food brand—wanted to connect deeply with real moms.
After extensive research, one insight stood out: real moms have a brilliantly dark sense of humor—and it’s often hilarious.
So instead of sugarcoating motherhood, we leaned into the messy, sarcastic, relatable truth.
And it worked.
In just one year, Lucchetti became the second most recognized food brand in Argentina.
But beyond the numbers, we saw something even more meaningful:
Awards. Recognition. Millions of clicks, likes, and shares.
Moms sending us stories.
People seeing themselves in our character.
A brand becoming part of the cultural conversation.
It’s been 18 years since that campaign launched—and Mamá Lucchetti is still on air today.
She’s become a beloved pop icon in Argentina, with fans still asking for more.
And from a distance, I watch her journey like a proud mom myself.