RECETAS ACTUALIZADAS
Fundación Raíces · FMCG
Challenge
Awareness — Urban middle-class mothers and home cooks aged 30-50 across Colombia and Peru, who take pride in traditional family recipes passed down through generations and view cooking as an act of love and cultural identity, but who unknowingly contribute to massive household food waste.
Insight
In Colombian and Peruvian households, traditional family recipes are treated as sacred heirlooms — abuela's sofrito, mamá's sancocho — yet these same recipes were written for large multi-generational households of ten or twelve people that no longer exist. Modern families of three or four cook the full ancestral portions out of reverence, routinely discarding nearly half the food, because reducing the recipe feels like betraying the family legacy.
Idea
Rewrite the most beloved traditional family recipes of Latin America — not to diminish them, but to honour them — by creating 'recetas actualizadas' (updated recipes) scaled to the modern family, framing portion reduction as the next chapter in each recipe's living history rather than a sacrifice.
Execution
The campaign began by inviting families across Colombia and Peru to submit their most treasured handwritten family recipes through a dedicated Facebook page. A team of chefs and nutritionists then filmed short, emotionally rich documentary-style videos of real abuelas and their granddaughters sitting together to rewrite each recipe for a modern-sized family — preserving every flavour but eliminating waste. The updated recipes were presented as beautiful new handwritten cards in the same style as the originals, symbolising continuity rather than rupture. Each video ended with the abuela tasting the smaller-portioned dish and confirming it carried the same sabor. Supermarket partners distributed physical recipe cards at point of sale, and cooking influencers hosted live Facebook sessions recreating the updated recipes in real time.