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

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.