Big Lots Launches CELEBRA BIG! Holidays Campaign featuring El Chavo

What: From November 30 to December 27th, retailer Big Lots will be running the CELEBRA BIG! holidays campaign featuring "El Chavo," the animated character based on the beloved Mexican television personality created by Roberto Gómez Bolaños.
Why It Matters:
Big Lots, which has over 1,400 stores in 48 states across the U.S., is making use of the iconic El Chavo character, licensed by Televisa, to connect with Hispanic, particularly Hispanic women. The campaign has TV, radio, video, and paid social components.

This year, Big Lots will be partnering with Blogsi Network (part of the Just Hispanics Group) to run an exclusively Spanish-language campaign and sweepstakes to target Hispanic Americans.

Blogsi Account Director Pacino Mancillas spearheaded the campaign's strategy, commenting: "Our direct client, Jason Riveiro, is the multicultural manager at Big Lots. We were brainstorming ideas for the Holiday push and he came out with the idea of El Chavo 'to connect' with the hearts of our Hispanic shopper."

To implement thechavo campaign, Blogsi and Big Lots teamed up with Univision Communications Inc (UCI) and its Consumer Products division, which serves as the exclusive licensee of the El Chavo brand in the U.S. and has a full line of branded merchandise sold at retailers all over the country.

Targeting Hispanic Women in Spanish

CELEBRA BIG! features a sweepstakes giving away gift cards worth $2,500 and an accompanying gift basket. A winner will be selected at random once a week during the duration of the campaign. To register, participants will need to sign up with their name, phone number and e-mail address.

Mancillas added, “The goal of CELEBRA BIG! is to make a connection between the iconic Hispanic character and the Big Lots brand, while showcasing the store and products that we carry.” While building a Hispanic consumer database will be a welcome consequence of the campaign, Big Lots is focusing on transmitting the great value and variety of products that Big Lots offers. The retail chain is particularly targeting Hispanic women, and all content will be in Spanish.

The goal of CELEBRA BIG! is to make a connection between the iconic Hispanic character and the Big Lots brand, while showcasing the store and products that we carry.

The campaign will be featured on television, radio and digital; there will be four TV spots on Univision Network’s different channels featuring special offers and deals, four TV spots featuring the sweepstakes. On radio, banners and video spots featuring special offers as well as the sweepstakes will air on Pandora and Uforia. For digital outreach, the brand will be releasing a special CelebraBIG! Sweeps landing page and conduct social media coverage on all of their existing channels.

HAVAS Media is doing the buying, and Televisa, whose licensed products are represented by Univision's Corporate Products division, provided support for the design, licensing and strategy “throughout the entire production phase,” Mancillas said. “Televisa has been a great partner for us for over seven years. We know them very well: they understand our target perfectly, therefore we knew that this would bring a lot of good to the table.”

For more information, visit the Big Lots Latino page.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

Wall Street Firms Invest in Two Hispanic Supermarket Chains

Wall Street Firms Invest in Two Hispanic Supermarket Chains

Private-equity firms KKR and Victory Park Capital will be investing in California-based Hispanic grocery chains Mi Pueblo Food Centers and Cardenas Markets, a KKR spokeswoman announced. According to a statement both companies will continue to work independently.


Healthcare Marketing under Trump:  Karen Ignagni, President and CEO at EmblemHealth Evaluates the Situation

Healthcare Marketing under Trump: Karen Ignagni, President and CEO at EmblemHealth Evaluates the Situation

Health plan providers are among the organizations that will be most impacted by president-elect Trump's new administration. In addition, healthcare marketing under the ACA (Affordable Care Act), is to a large extent Multicultural and Hispanic marketing. Portada interviewed Karen Ignagni, President and CEO at EmblemHealth, to understand how one of the U.S. largest nonprofit health plan providers evaluates the new situation.


Dentsu Aegis Network Acquires Gravity Media (UPDATED)

Dentsu Aegis Network Acquires Gravity Media (UPDATED)

Dentsu Aegis Network announced the acquisition of Findr Group, owner of Gravity Media.Acquisition of multicultural agency will form a backbone of Dentsu Aegis’ specialised multicultural marketing offering in US.