Advertising Campaigns: Unilever [2-A]

Food and product giant Unilever is aggressively going after the Latino market, announcing that it will increase its Hispanic advertising budget by 47%. This follows a 20% increase this last year over the previous year, from $22.8 million to $27.4 million.

One major initiative that the company is directing at the Latino market is titled “Desafio del Sabor,” which challenges the public to submit their best recipes, which must include at least one Unilever product. The participating products are: Ragu, Knorr, Hellmann's, Lipton tea, Lawry's barbecue sauce, WishBone salad dressing, Lipton Sides, Country Crock, Lipton Noodle Soup and Skippy peanut butter.

Contestants with the best recipes will engage in a cook-off to determine the best dish, which will carry with it a $10,000 cash reward. The effort will be backed by TV, radio, print and online advertising, plus public relations, promotions and in-store advertising, a Web site (http://www.desafiodelsabor.com) and a giveaway recipe book called Viva Mejor (Live Better).

Unilever collaborates with MosaicaMD for their creative work and Mindshare handles their media-buying.


Trackback from your site.

MORE FROM PORTADA

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.