The United Nations has raised the alarm about the imminent threat of extinction facing the Kichwa language in Ecuador, primarily due to the diminishing transmission from one generation to the next and its sparse presence in modern media. Responding to this urgent issue, the independent agency BBA Ecuador has partnered with Pizza Hut to launch a groundbreaking campaign titled “Nuestra Esencia” (Our Origins). This initiative aims to safeguard Ecuador’s linguistic heritage by promoting the use of Kichwa in everyday settings, thereby fostering its revival and appreciation among the broader population.
In a creative twist, the campaign integrates Kichwa into Pizza Hut’s menus, social media platforms, and discount codes. By doing so, BBA Ecuador and Pizza Hut are not only encouraging customers to engage with the indigenous language but also embedding it into popular culture and commerce. This strategic approach leverages the wide reach of a beloved global brand to highlight and celebrate Ecuador’s rich cultural diversity.
“Nuestra Esencia” aspires to leave a lasting imprint by making the Kichwa language more accessible and relatable to younger generations. Through innovative and interactive methods, such as using Kichwa phrases for promotions and incorporating the language into the brand’s digital presence, the campaign ensures that this ancestral tongue resonates with a modern audience. This approach not only revitalizes interest in Kichwa but also promotes its practical usage in daily life.
Ultimately, this campaign is a celebration of Ecuador’s heritage and a call to action for preserving its linguistic diversity. By bridging the gap between tradition and contemporary life, BBA Ecuador and Pizza Hut demonstrate how corporate initiatives can contribute meaningfully to cultural preservation. “Nuestra Esencia” sets a powerful example of how marketing strategies can align with social responsibility, fostering a renewed appreciation for indigenous languages and ensuring their survival for future generations.
Pizza Hut – Nuestra esencia from Carlos Rivas on Vimeo.