Inside Cargill’s Rumba Meats Relaunch
It is not frequent, particularly in these "total market times", that a major company refocuses a brand to make it Hispanic market specific. That is the case of Cargill's Rumba meats, which last week announced that it will evolve as a Hispanic-focused brand. Portada interviewed Carolina Tabares, senior brand manager at Cargill for Rumba.
Cargill is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers. High meat and beef consumption by Hispanics is something that meat & poultry producers as well as retailers need to pay attention to. According to beefretail.org, 86% of Hispanic consumers eat 4 to 5 beef meals per week, compared to 2 to 3 for the general population.
Cargill's Carolina Tabares notes that the main target consumers for Rumba are both acculturated and Spanish-d0minant Hispanics, "with an emphasis on acculturated." Tabares sees "incremental growth opportunities that correspond with the increase in the U.S. Hispanic population."
Rumba’s marketing team explored numerous options for Rumba's new marketing effort, carefully selecting colors, images and words relevant to Hispanic consumers. Each element of Rumba’s new marketing effort – including its packaging, logo, point-of-sale materials, online advertising and tagline – was tested with consumers. Vibrant colors, such as red, blue, yellow and green hues that were selected for Rumba imagery, are common throughout Hispanic culture.
“We reviewed our existing Rumba positioning, compared it with our recently conducted consumer research and
concluded that we needed to connect better with Hispanic consumers that represent the majority of Rumba purchasers,” says Carolina Tabares, senior brand manager for Rumba Meats®. “Previously positioned as a multicultural product line, Rumba was trying to be too many things to too many consumer segments. We learned that Hispanic consumers are truly interested in a line of variety meats that allows them to enjoy traditional dishes by incorporating quality ingredients to create the eating experiences and flavors representative of their culture and heritage.”
Rumba was trying to be too many things to too many consumer segments. We learned that Hispanic consumers are truly interested in a line of variety meats.
Wichita, Kansas, based agency Sullivan Higdon & Sink (Wichita, Kansas) is Rumba meats agency of record including for media buying and planning. "Sullivan Higdon & Sink did consult with Puente, a group that specializes in Hispanic marketing, to ensure cultural relevancy related to our relaunch," Tabares notes. In 2014 MarketVision developed culture-inspired solutions for Rumba meats but the San Antonio based shopper marketing agency is no longer working with Rumba.
Marketing elements with Rumba’s new look include packaging, a Facebook page (https://www.facebook.com/Rumba Meats), Internet website (www.rumbameats.com), Internet websites, YouTube, digital banner ads, Pandora Internet Radio ads and retail point-of-sale elements. Most marketing elements incorporate the “dancing lady” graphic, representing the culture, tradition and celebration the brand embodies. Ads are both in English and Spanish.
Tabares characterizes the relaunch campaign as "a new effort complementing past initiatives that formed the foundation for Rumba with the goals of creating consumer awareness for the brand to generate trial and, ultimately, repeat purchases."
72% percent of Hispanics say that a store’s meat department is a powerful motivator in selecting a retailer. Regarding retail marketing efforts Tabares tells Portada that "we are exploring all growth opportunities for Rumba, in a variety of channels including retail grocery and foodservice." The choice of the right retailer is important both for Rumba as for the retailer community. According to meatpoultry.com, 72% of Hispanics say that a store's meat department is a powerful motivator in selecting a retailer.