Hy Cite Corporation, a Madison, Wisconsin, based direct marketer of cookware and kitchen items which owns the Royal Prestige brand recently introduced Cocina Al Maximo magazine. The first issue of the quarterly publication was published in January 2009 and had a circulation of 150,000. The circulation is expected to increase to 250,000 by the first quarter of 2010. The magazine is home-delivered and its circulation is derived from the Royal Prestige “Best Customer” database. Written in Spanish, the publication combines family culinary traditions and healthy living advice. Content includes recipes, informational articles, and wellness tips.
Cocina Al Maximo applied for an ABC audit and recently executed a readership study. The publication accepts third party advertising, including other food / cooking brands. It is also developing a website which will be live early 2010.
Hy Cite , the publisher of Cocina Al Maximo, has a strong presence in Central America and the Caribbean as well as in Ecuador and Colombia.
The food and cookware category bodes well for custom publishing products (mostly direct mailed magazines) targeting Hispanics. These magazines include Kraft’s’ Comida y Familia and General Mills Que Vida Rica!
Royal Prestige Advertising Campaign
In 2007, The San Jose Group (SJG) was signed by Hy Cite Corporation as its Hispanic agency of record to develop and manage its first comprehensive branding and marketing program for the Royal Prestige® product line.
SJG launched new campaigns on multiple Spanish-language networks, including Univision, Telemundo and Galavision.
The first execution, a :60 spot titled “Transitions,” departed from the traditional cooking demo, infomercial approach most commonly used in this category. The spot ended with a toll-free number and the tagline “Cocina al Máximo” (Cook to the Max).