Mission Fed Lotería Campaign Celebrates Culture and Financial Empowerment
SAN DIEGO, Jan. 5, 2026 – As credit unions continue to seek authentic connections across the communities they serve, Mission Fed Credit Union is being recognized for proving that cultural storytelling can drive meaningful impact, earning the Marketing Association of Credit Unions’ (MAC) 2025 MACQUEE Best in Show Award and Silver Award for Innovative Marketing for its campaign, “Mission Fed Lotería: Traditions That Bring Us Closer.”
Launched during Hispanic Heritage month in 2024, Mission Fed’s winning campaign celebrated the traditions and values of the Hispanic community in San Diego through a custom-designed, bilingual Lotería board game, reimagined to blend cultural tradition with financial education. Distributed to members at all 34 Mission Fed branches, the limited-edition game featured 45 illustrated cards incorporating financial concepts, Mission Fed services and iconic San Diego landmarks.
“The Mission Fed Lotería allowed us to celebrate the culture of our local community members while opening the door to meaningful financial conversations,” said Sanya DeVore, 1st Vice President, Director of Marketing at Mission Fed. “I applaud every Mission Fed team member who worked to bring this vision to life! Special shout out to our segment marketing and community manager Nora Fuentes for her vision and creativity, including overseeing the implementation across the organization.”
The campaign was supported by an integrated outreach strategy that extended beyond Mission Fed’s branches, including Spanish-language media, community activations, partnerships with local influencers and a comprehensive social media strategy. The campaign distributed more than 20,000 game sets and resulted in 12.6 million impressions, driving significant increases in social engagement and in-branch traffic.
Presented annually by MAC, the MACQUEE Awards recognize excellence in creativity, strategy and impact within the credit union industry. A record-breaking 458 entries from nearly 100 credit unions across the country were submitted for the 2025 awards, with the “Best in Show” named to Mission Fed by industry peers. In addition to Best in Show, Mission Fed was named winner of the Silver Award for Innovative Marketing.
To learn more about how Mission Fed celebrates Hispanic culture, visit MissionFed.com/HispanicSupport.
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About Mission Fed Credit Union
Mission Federal Credit Union (Mission Fed) is the largest member-owned, not-for-profit, full-service financial institution exclusively serving San Diego County. Mission Fed enhances the lives of its members through financial education and services, with a focus on financial empowerment and fostering economic inclusion. Banking at Mission Fed means doing good for San Diego. Mission Fed gives money back to our local communities, has helped hundreds of nonprofits and important causes, and builds deep relationships with community partners.
Mission Fed has served the financial needs of San Diegans for over 60 years through checking, savings, loans, credit cards, investment and insurance services, and other financial offerings. Mission Fed has more than $6.5 billion in assets, over 300,000 members, 34 convenient local branches, 30,000 fee-free CO-OP ATMs nationwide and free mobile and online banking services. The credit union is regularly named a Top Workplaces USA winner and has placed in the top five California credit unions on Forbes’ Best-In-State Credit Unions list. Mission Fed is also the first San Diego-based credit union to receive the “Juntos Avanzamos” designation, honoring its commitment to serving and empowering Hispanic consumers. Federally insured by NCUA and Equal Housing Lender..
About the Marketing Association of Credit Unions
The Marketing Association of Credit Unions (MAC) was created in 1986 by Marketers for Marketers and is dedicated to supporting and advancing the marketing and communications efforts of credit unions. Through educational programs, networking opportunities, and recognition of excellence, MAC strives to enhance the effectiveness of its members and promote the credit union difference. For more information about MAC and the annual awards, please visit Marketing Association of Credit Unions.
