National Cattlemen's Beef Association, the largest organization representing America's cattle industry, has selected HEILBrice to create a national, Hispanic-focused retail outreach on behalf of The Beef Checkoff. Javier Corona, director of Hispanic marketing at Vision Latina, Heil Brice's Hispanic Marketing Unit, tells Portada “that the campaign will start in Summer and end next Winter. “No mass media will be used, only merchandising at retail locations in Southern California.”
Vision Latina has other Hispanic market accounts, including Carpet One and Pathmark. For Pathmark it is currently running broadcast media, Newspapers (ROP) and online advertising.
HEILBrice's Hispanic Division, VISIONLatina, will identify opportunities for retailers regarding the traditional beef usage and attitudes of Hispanics customers and provide tools to address the unique expectations of this demographic.