FUD’s ‘Abuelitas’ Ideas (AI)’ Pays Tribute to Grandmothers’ Culinary Traditions

Grandmothers' cooking is synonymous with tradition, flavour, and love. Inspired by their ingenuity and creativity, FUD, a brand owned by Sigma Phoenix, a company dedicated to the production, marketing, and distribution of high-quality food; in collaboration with Dentsu Creative México, the only creative agency in the global network of the dentsu group, launched “Abuelitas' Ideas (AI) by FUD,” a campaign that honours the culinary knowledge passed down from generation to generation.

Through this concept, FUD invites families to remember, share, and reinvent the tips and recipes that have shaped their history. Far from referring to artificial intelligence, "AI" is a play on words that highlights imagination, flavour, and the invaluable advice of grandmothers.

“The kitchen has always been a space for innovation. Our grandmothers have mastered the art of improvisation, reinvention, and making magic with whatever is available. ‘Abuelitas' Ideas by FUD’ is a celebration of that ingenuity and the recipes that have shaped our family history,” said Melanie Carrasquillo, hispanic brands marketing director at Sigma.

With this initiative, FUD seeks to remind people that, although the world evolves, some things never change: the best ideas in the kitchen come from the heart and tradition. Grandmothers always have a trick up their sleeve—an unexpected ingredient that enhances the flavour.

The campaign comes to life through digital content, interactive experiences, and in-store activations that highlight grandmothers’ culinary tips and their relevance in modern cooking. It also includes a strong presence on social media, where consumers can contribute their own #AbuelitasIdeas, celebrating the ingenuity behind every dish.

“This campaign not only celebrates tradition but also the creativity that lives in every home. We want to connect with families, inspiring them to rediscover the value of those recipes that unite us”, said Sandra Sánchez, business director at Dentsu Creative México.

With its wide range of products, the brand seeks to be the perfect kitchen ally, helping to keep these ideas alive while adapting them to modern times without losing their essence. This goal is reinforced by the creative vision of Dentsu Creative México, an agency that has built a narrative connecting generations through emotion and nostalgia.

“AI (Artificial Intelligence) is changing the way we do things, from writing a text for me to creating a recipe in seconds. But no matter how well it can explain how to make a gourmet dish, we know it will never have that special touch. That’s where we find the opportunity to use the initials 'AI' to honour those considered the best cooks in the family—grandmothers. Abuelitas’ Ideas is a fresh and humorous way to connect with new generations who are passionate not only about cooking but also about experimenting and enjoying great moments with great dishes.” explained Julio Cerón, creative director in charge of the account along with Israel Rodríguez.

Through this campaign, FUD reaffirms its commitment to authenticity and flavour, demonstrating that the best inspiration in cooking still comes from home. Every household has a special recipe, an unexpected trick, and a secret ingredient that only a grandmother can share.

“Abuelitas' Ideas (AI) by FUD” blends tradition with creativity, serving as a reminder that the best cooking doesn’t follow trends—it follows hearts. With Dentsu Creative México’s support, this campaign aims to connect with new generations and keep the culinary ingenuity that unites us alive.