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 ( and a giveaway recipe book called Viva Mejor (Live Better).

Unilever collaborates with MosaicaMD for their creative work and Mindshare handles their media-buying.