What: The La Costeña and Jumex brands, in partnership with Captura Group, have launched a new web and social media presence focusing on the true essence of Mexican cuisine and food products. Mexicorico.com targets both US Hispanic consumers and general market foodies and showcases traditional and contemporary Mexican recipes featuring La Costeña and Jumex products as well as associated cooking tips, ideas, and inspiration.
Why it matters: The new website is an interesting example of Content Marketing in the food category and will also be supported by a paid media campaign and in-store activations.
The La Costeña and Jumex brands, through its U.S. importer and distributor Vilore Foods, have partnered with Captura Group, a Hispanic digital agency, to launch Mexicorico.com, a new bilingual digital platform showcasing recipes and tips focused on the true essence of Mexican cuisine and food products. Lee Vann, Founder and CEO of Captura Group tells Portada that the bilingual approach was chosen as “the site targets both U.S. Hispanic consumers and general market foodies. Targeting both U.S. Hispanic consumers and general market foodies, Mexicorico.com showcases traditional and contemporary Mexican recipes featuring La Costeña and Jumex products as well as associated cooking tips, ideas, and inspiration.
Content Marketing Platform
Over the past months, Vilore Foods and Captura Group have collaborated on creating a holistic digital initiative that is focused on the true essence of Mexican culinary arts and food products from a contemporary lifestyle perspective. “Our approach with Mexicorico.com is to educate consumers about genuine Mexican cuisine and inspire them through recipes and tips. We are proud to have created a comprehensive, bilingual digital communication platform that is scalable and adaptable to the evolving Mexican food and beverage landscape for consumers and retail customers alike,” says Vann. Captura Group collaborated with Vilore Foods, the US distributor of La Costeña and Jumex, on the strategic planning and digital execution of Mexicorico.com, including consumer insights, brand definition, responsive website design and development, social media strategy and influencer and content marketing. Captura Group is also supporting Vilore Foods from a media perspective and MexicoRico.com will be supported through an integrated marketing strategy that includes paid digital and in-store activations in partnership with key retailers.
La Costeña and Jumex are well known brands in Mexico and as a result very popular among Mexican Americans.
Strong Brand Recognition for Mexican Americans
La Costeña and Jumex are well known brands in Mexico and as a result very popular among Mexican Americans. MexicoRico.com leverages this equity to connect with both Mexican Americans who know the brand and general market consumers who are looking for authentic Mexican recipes and cooking tips.
As more food companies realize that Hispanic consumers are critical for growth, many are turning to digital channels to educate Hispanic consumers about their products in order to drive brand awareness, affinity, and sales. Recent studies from Nielsen and Google indicate that food related searches among U.S. Hispanics are up 70% and the number one thing US Hispanic women search for online are recipes.
Vilore Foods is based in San Antonio, TX and markets the La Costeña, Jumex, Congelli, and Pronto brands in the United States and Canada. It also maintains Strategic Distribution agreements with Procter & Gamble, Mead Johnson Nutrition, and Genomma Lab USA. Founded in 2001, Captura Group is an Hispanic digital agency that creates and manages Hispanic digital programs for Vilore Foods, Kellogg’s, Unilever, BIMBO, Allstate and other brands.
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