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Hello, communicators:

This Cinco de Mayo brings another opportunity to observe how brands are contributing to an authentic cultural conversation. In lieu of parading around drinkers in fake mustaches and sombreros, beer brands Corona and Modelo have created awareness campaigns that provide a platform for Mexican American celebrities to showcase their passions and share their lived experiences.

As part of its #CincoForGood campaign, Corona has enlisted celebrity chef Rick Martinez to create social videos that encourage customers to forgo cooking his mom’s chili Colorado recipe and order delivery to support the recovery of the restaurant industry. Corona has also contributed $1 million to the National Restaurant Association Educational Foundation.

This year, your favorite chefs like Rick Martinez are getting out of the kitchen and supporting the restaurant industry by ordering in to celebrate #CincoForGood with @coronaextrausa. #For21+ #ad pic.twitter.com/vOI0VfokRc