Kingsford® Launches Hispanic Campaign Targeting Soccer Fans on ESPN Deportes

Beginning September 16th, 2009, ESPN Deportes and Kingsford® charcoal will introduce “Reune al equipo en casa”, a campaign modeled after “Tailgate at Home”, ESPN and Kingsford charcoal’s general market campaign centered on college football.  “Reune al equipo en casa” aligns Kingsford charcoal with ESPN Deportes’ soccer content on TV and on radio. In addition to multi-platform exposure, the deal makes ESPN Deportes Kingsford charcoal’s exclusive marketing partner at a local level in key Hispanic markets. OMD negotiated the multi-platform deal between Kingsford charcoal and ESPN Deportes.

The concept of “Reune al equipo en casa” speaks directly to the Hispanic soccer fan, tapping into their general core values and traits, such as tradition, cultural pride, the importance of spending time with family and friends, their love for sports and the role sports play in gathering friends and family at home.

“Kingsford charcoal set the bar high with a very specific charge -- extend the grilling season and migrate Hispanic consumers to Kingsford charcoal from store-brand products” said Robert HoSang, Associate Media Director of Hispanic TV Investment, Working with OMD Latino and Alma DDB, each of whom brought cultural and regional insights to the strategic table, we were able to integrate and leverage ESPN Deportes assets and deliver against all KPIs.” 

“This program extends our reach with our core Hispanic male target not only in traditional media outlets such as TV, radio and print, but also on-line and in-store during a time when retailers are starting to pull back on charcoal inventories. Our data indicates, there is an opportunity to extend the grilling season in Hispanic markets to drive incremental sales and profits for our retail partners.” Jennifer Reiner, Multicultural Team Lead, Specialty Division20 at Clorox.

“Kingsford charcoal’s general market partnership with ESPN for college football has been a true success story”, said Cesar Ruiz, sales director, ESPN Deportes. “We are thrilled to partner with them to launch a campaign that speaks to the Hispanic sports fans. “Reune al equipo en casa” is a perfect example of how we can use our reach across platforms to create an experience for our advertisers to connect their brands with the Hispanic sports fans in different levels.”

A 30-second co-branded spot featuring ESPN Deportes SportsCenter anchors enjoying a soccer match while friends and family are grilling in the backyard will support the program. Kingsford charcoal’s sponsorship includes exclusive sponsorship of SportsCenter’s “Hot Seat”, and Juego Cruzado, the network’s program modeled after Around the Horn. In addition to extensive on-air coverage, the multi-faceted, six-week-long sponsorship includes grassroots activation at key soccer events, highlighted by a tailgate party in Los Angeles on October 2 for the Los Angeles Galaxy-Chicago Fire match. The tailgate party will feature a fan meet-and-greet with on-air personality Jorge Ramos. In addition, Kingsford will sponsor a viewing party from San Antonio on October 22 for the Chivas USA-Chicago Fire match. The event will include a live production from site of Juego Cruzado. Kingsford charcoal celebrity chef James Sanchez will be onsite for a grilling demonstration.