Chef Merito's Lauren Corugedo on Reaching for the Stars

And bleeding Dodger blue to grow the CPG brand

Lauren is the head of marketing at Chef Merito, a Latino-founded CPG business. In her current role, Lauren oversees branding across social, media, strategic partnerships and community programming. In 2013, she facilitated Chef Merito’s role as the “Official Seasoning of the Dodgers,” a relationship she still oversees. Earlier, she served as the company’s marketing manager. 

We spent two minutes with Lauren to learn more about her background, her creative inspirations and recent work she’s admired. 

Lauren, tell us …

Where you grew up, and where you live now.

I grew up in Simi Valley, Calif., and now live in Santa Monica.

How you first realized you were creative.

I first tapped into my creativity in college. I was in a club that helped fledgling companies with branding. We would brainstorm, workshop and create during “start-up weekends.” I couldn’t draw, but I could conceptualize branding that aligned with a company’s mission and vision. 

A person you idolized creatively early on.

I was in love with most of Steven Spielberg’s early movies. I wanted to be a director and would run around with a video camera, filming my family and making shorts. Now, whenever we capture content for Chef Merito, I’m there. I still love to be behind the camera.

A moment from high school or college that changed your life.

I ran for class president in 9th grade. I won and enjoyed the role. Over the next three years, I moved in and out of every student-body-related leadership position. I still draw from some of those early learnings—understanding stakeholder interests, how to work on a team, remembering to have fun when putting in the work. 

A book, movie, TV show or podcast you recently found inspiring.

With Love on Amazon Prime. The series centers on a Latino family in Portland and their love for each other. The director uses different perspectives to share parts of the bigger story. So, the focus shifts from one family member to the next. I’m going to see the live theater version soon. 

One of your favorite creative projects you’ve ever worked on.

One of my all-time favorite initiatives was launching the “Pan con Lechon” specialty menu item at Dodgers Stadium. I’m Cuban. We tapped into outfielder and fellow Cuban J.D. Martinez to help us with content. It felt like a success for three reasons: 

• One: Given his background and affinity for the food, J.D. was a natural fit. He showed up the right way. 
• Two: It was not only a unique offering, but one of the best tasting items either of us had from the stadium. 
• Three: It was probably one of the highest performing pieces of Dodger-inspired creative we’d ever produced. 

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A recent project you’re proud of. 

Sharing the Chef Merito origin story on our socials. It was something that we kind of kept under wraps, as we didn’t want to come off as boastful. Latinos for many years felt that talking about ourselves publicly was taboo. We had to be modest or quiet. But this felt right. We shared where we come from, what we stand for, and what we want for the future. It may have been a small moment within the broader marketing landscape. But it was a big moment for a growing business and a Latino-founded brand like ours. 

Someone else’s work that inspired you years ago. 

I’m a big fan of Dove’s “Real Beauty.” At launch, it seemed to be one of the only campaigns shedding light on how important self-love and acceptance are, especially for women of my generation. “Real Beauty” challenged the status quo and provided a platform that some didn’t know they needed.

Someone else’s work you admired lately. 

Skims is impressive. Kim’s alien-themed photo shoot last year was obviously a topic of discussion. It was memorable and disruptive, especially for something like loungewear and shapewear. And the brand continues to show up in memorable ways, across all of its products and partnerships, including talent ambassadors. 

Your main strength as a creative person.

I shoot high. Years ago, we were this small Latino brand that decided to align with one of the largest sports teams. Looking back, that was a big deal. But, it didn’t really faze me. I’m also nimble and pivot quickly. There’s that adage that you shoot for the moon and even if you miss, you’ll land among the stars. But, it’s still you navigating your ship in that space. It’s still you landing it. 

Your biggest weakness.

I’m a perfectionist. I want to do everything the right way. But sometimes things have to get messy. Sometimes, you have to accept that it’s all part of the process. The mess—that’s where I learned how to pivot.  

A mentor who helped you navigate the industry.

I give credit to leaders I’ve met at iHeart Radio and the Dodgers. Shout out to Dave Weiss and Jenny Oh who have been big contributions to my growth.  

How you’re paying it forward with the next generation of creatives.

I love helping people wherever I can. Last season, I collaborated with a colleague at Dodger Stadium. I let her shadow me during one of our shoots with the team and gave her an idea of what it was like to work on the brand side, as opposed to partnerships. Also, if you’re a rising foodie blogger or influencer, reach out. Let me help you showcase what you can do in the kitchen or at the table. 

What you’d be doing if you weren’t in advertising.

I’d be on the fashion side. Or music. I’d remain close to the creative space somehow.