INTERPORC presents #YayaWars, a campaign created in collaboration with the popular culinary creator Peldanyos. Its objective: to introduce Generation Z to traditional cuisine and the cultural value of family recipes made with white-breed pork, highlighting the importance of roots, culinary memory, and the bonds between grandmothers and grandchildren.
The campaign stems from an idea shared by many families: the best recipes are our grandmothers’. From this starting point, a digital, emotional, and transgenerational format is built that celebrates tradition and family through content adapted to young audiences.
A Transgenerational Initiative Celebrating Family and Tradition
Yaya Wars invites young people across the country to cook time-honored recipes with their grandmothers, always featuring white-breed pork as the main ingredient. The grandmother-grandchild bond is at the heart of the project, reflecting how family and culinary values are passed down from generation to generation through dishes that are part of our collective memory.
Influencers who appeal to young audiences, such as Xuso Jones, Darío Eme Hache, Marina Barrial, and Juanki, have supported the campaign, reinforcing the idea that Generation Z is indeed interested in tradition when it is communicated in authentic and relatable formats.
From all the applications received, six grandmother-grandchild pairs have been selected to cook their family recipes alongside Peldanyos, one of the most followed foodies on TikTok, Instagram, and YouTube. His engaging style makes each episode a blend of entertainment, education, and emotion.
INTERPORC invites you to follow the competition’s progress through Peldanyos’s profiles and the hashtag #YayaWars, where videos, recipes, and the most memorable moments from each pair will be posted.
The campaign will culminate in a grand finale, to be announced soon, hosted by Masi Rodríguez, a culinary creator known for her appearance on MasterChef Celebrity, alongside Peldanyos.
A Tribute to Traditional Food
With Yaya Wars, INTERPORC reinforces its commitment to promoting the cultural and sustainable values of the pork sector, while also emphasizing the importance of preserving recipes passed down through generations.
Alberto Herranz, CEO of INTERPORC, points out that “Yaya Wars began as an idea to share healthy, traditional food with younger generations, but we’ve realized we’ve achieved much more. It’s a tribute to our elders, to our culinary traditions, and to the essential transmission of values between generations.”
He concludes by highlighting that “it has truly made us happy to see that we’ve contributed to something as beautiful as connecting grandparents and grandchildren through something as traditional as time-honored recipes.”
Y concluye resaltando que “realmente, nos ha hecho muy felices ver que hemos contribuido a algo tan bonito como conectar a abuelos y nietos a través de algo tan tradicional como las recetas de toda la vida”.
