"Abuelita's Food Truck" for Gulf States Toyota by Erich & Kallman Takes Heritage on the Road

Mar. 12, 2026

Gulf States Toyota (GST) presents a heartfelt example of brands giving back to communities with its new campaign, "Abuelita's Food Truck.” In the documentary-style ad, a real-life Abuelita, Aurora, shares her heritage with her city, as a Tundra tows her new custom-made food truck (courtesy of Toyota) across highways and main streets, allowing Aurora’s tamales to travel and reach new people.

The work is the latest from GST and Erich & Kallman, the award-winning advertising agency whose Austin office spearheaded the creative. Part of a larger campaign initiative that redefines how pickup trucks connect with drivers across Texas, Oklahoma, Arkansas, Louisiana, and Mississippi, the “Abuelita” narrative embodies movement – from generation to generation and home to community, all in a story that leapt from live experiences to video. 

The innovative cultural activation was created and crafted by Erich & Kallman’s first Hispanic community-focused team, to ensure cultural insights were authentic, while speaking to universal experiences that connect people across communities. Abuelita’s tamale are presented as a living expression of pride, responsibility, and togetherness, passed down through a family’s history. 

David Castellanos, Creative Director at Erich & Kallman said:

"Instead of just claiming that the Tundra is dependable, we demonstrated it through culture, showing how a truck can serve a community beyond utility, through meaning. By upholding cultural traditions and creating new ones like Abuelita's Food Truck, our team worked to show how the Tundra's strength is built through craftsmanship, consistency, and, most importantly, care."

 

Meghan Haslemann, Vice President, Marketing, Gulf States Toyota said:

"Erich & Kallman has created work that reflects who we are and the people we serve. By towing the Abuelita’s Food Truck, the Toyota Tundra becomes the vehicle, – literally and symbolically – that allows Aurora’s food and traditions to travel, reach new people, and remain active in the present. We’re proud to keep legacies moving forward, with reliability and consistency.”