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.

Related articles:

Ford Signs Exclusive Marketing Program with Bellator Fighting Championships and ESPN Deportes

ESPN Deportes to Offer Exclusive Coverage of all 39 Games of the 2009 World Baseball Classic

ESPN Deportes General Manager Lino Garcia Vaunts Recent Nielsen Ratings at NYC Upfront


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

Do digital advertising standards and policies need to change in the light of fake news, transparency and ad fraud issues? Hear from the executive responsible for digital trading and implementation across all of GroupM’s agencies about what needs to be done so that brands demands are 100% met.



Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Although women are increasingly more visible in the industry, there’s still a long path to go towards women achieving their full potentials and pushing their untapped capabilities to the maximum, especially for Hispanic and African-American women, who feel their barriers are even higher.