Natura's® launches a 1000 Recipe challenge with a Creator-Led Campaign

USA - español

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Sep 16, 2025, 12:06 ET

HOUSTON, Sept. 16, 2025 /PRNewswire/ -- Leading Unilever food brand Natura's^® is launching a new campaign designed to increase awareness and solidify brand favorability among its Hispanic consumers in the US. Originated from Central America where the brand has more than 50 years of history, Natura's^® works with a curated team of 17 Central American micro- to mega-content creators in the US to create a #1000RecetasChallenge (1000 Recipe Challenge) among Latino home chefs using Natura's^® product. The campaign highlights the rich flavors and versality of Natura's^® tomato-based sauces to help consumers with quick, flavor-filled meals. One pouch of Naturas can unlock thousands of possibilities – which is also the message of the campaign "Un Paquete. Mil Posibilidades." The campaign was developed with Natura's^® Hispanic agency Lopez Negrete Communications.

The creators will share content on Instagram and TikTok, showcasing their culinary creations and meal prep inspiration, highlighting how Natura's^® is their go-to product for creating the fresh, authentic meals that remind them of the food they grew up with. The creators are issuing a call to action to their followers to share their own culinary creations by joining the #1000RecetasChallenge. Natura's^® is using an aggregator that recognizes the hashtag and will automatically upload user-generated cooking content and videos to the Natura's^® website.

"This is not a typical ad campaign for Natura's^® or Unilever," states Partha Guha, Head of Unilever International Foods North America. "We are committed to investing in voices that build a community around the quality, memories, authenticity, and tradition associated with Natura's^®. Partnering with a diverse group of Central American creators allows us to create a lively, ongoing dialogue about Natura's^® in a way that is not only culturally relevant to our consumers but also genuinely useful, positioning Natura's^® as their trusted partner in the kitchen, providing meal solutions that help them find balance in their busy lives."

In addition to managing all aspects of the content creator effort, Lopez Negrete Communications developed a new look and feel for Natura's^®in cooperation with Natura's integrated agency team that includes MexiLink, Asheria, and Brooklyn Brothers. The refresh includes a revamped website, new point-of-sale merchandising, and redesigned digital banners and social videos.

"We Latinos see food as our love language and are comfortable in the kitchen, using authentic flavors to explore our beloved cultural traditions and bring everyone together," states Alex López Negrete, President, CEO, and Founder of Lopez Negrete Communications. "A thoughtfully prepared meal filled with rich flavors is a powerful connection to our heritage. With 'Un Paquete. Mil Posibilidades,' we are putting the Natura's^® story in the hands of real people who understand the challenge of balancing their packed lives with their desire to keep it real, honor their beloved family recipes, please their loved ones, and do it all quickly."

The "Un Paquete. Mil Posibilidades" campaign will track key performance indicators, including brand sentiment, engagement rates, user-generated content, and sales lift, ultimately demonstrating how established brands successfully connect with digitally savvy audiences. One hundred forty pieces of content will be released by the creators through December 31, 2025.

About Lopez Negrete Communications
Lopez Negrete Communications stands as one of the premier and longest-standing Hispanic-owned and -operated, full-service agencies in the United States. The agency specializes in providing marketing services to corporations wishing to reach and engage with America's large and influential Hispanic consumer segment. Founded in 1985 by Alex and Cathy López Negrete, the agency offers thought leadership and a full range of marketing, advertising, and communications services. The wide array of services includes strategic planning, brand strategy, creative and production, research and consumer insights, media planning and buying, digital/social/mobile marketing services, public relations, and promotions. Award-winning throughout a rich 40-year history, Lopez Negrete counts as clients some of the nation's largest corporations and their prestigious brands, such as Bank of America, McDonald's, Hyundai Motor America, Baylor College of Medicine, Mattress Firm, Phillips 66 Company, Unilever, and Total Wine & More. With headquarters in Houston, Texas, Lopez Negrete Communications employs nearly 100 professionals who are dedicated to delivering the promise of Maximum Return on Cultural Intelligence and is a founding agency member of both the Hispanic Marketing Council and the ANA's Alliance for Inclusive and Multicultural Marketing (AIMM).

About Natura's^®Natura's^® authentic flavors stemmed from its Central American roots more than 50 years ago with the goal of bringing fresh, high-quality ingredients to every home. Through the years, Natura's^® has evolved to better fit the needs of new generations of consumers while always remaining true to its purpose. In 2021, Natura's^® was launched in the U.S. market to continue serving the Central American diaspora in the U.S. as well as global flavor enthusiasts. Today, Natura's^® is a kitchen staple in millions of homes, where its tomato sauces and refried beans are considered a base ingredient for a wide range of dishes. Natura's^® will be working with some of the industry's most recognizable cooking influencers, offering new and exciting ways to use the brand's many products to create delicious meals. For more information, visit www.naturasusa.com and follow them on Instagram and TikTok.

About Unilever
Unilever is one of the world's leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Nutrition, and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. Worldwide, we have 127,000 employees and generated sales of €60.1 billion in 2022. Our vision is to be the global leader in sustainable business and to demonstrate how our purpose-led, future-fit business model drives superior performance. We have a long tradition of being a progressive, responsible business. The Unilever Compass, our sustainable business strategy, set out to help us deliver superior performance and drive sustainable and responsible growth, while: