• Avocados from Mexico

The Avocado Producers and Exporting Packers Association of Michoacán (APEAM)  announced plans to launch a fully-integrated marketing program to increase consumer purchase frequency and market demand for Avocados from Mexico during the Fall/Winter Season. Recent research indicates that consumers are getting into the avocado habit year round and Mexico is prepared to be the primary source. The Avocados from Mexico Fall/Winter Marketing Program will feature new general market and Hispanic consumer radio, television and online advertising in the top avocado consumption markets of Dallas, Houston and San Antonio, Texas and Chicago, Illinois and will air from November 9, 2009 through February 7, 2010 and reach over 99MM consumers.

In addition, Avocados from Mexico are teaming up with celebrity chef and author, Rick Bayless to reach millions of consumers through the PBS show “Mexico—One plate at a time." The first of thirteen segments will air on stations across the country beginning in September. The promotions will also be supported with online newsletters, banner ads on target websites and customized retail displays with free celebrity chef recipes.


  • Allstate

Allstate, the insurance sponsor of the Mexican National Soccer Team (MNT), is launching a promotion awarding the winner, and a guest, an all-expenses-paid trip to Dallas to watch a ‘Tricolor’ game, on September 30. The winner will be accompanied by Mexican soccer legend Luis Roberto Alves.

The multi-channel promotion, where consumers can participate online, on-site at the Allstate booth at Futbol Fiesta in Atlanta and San Diego, and by texting, marks Allstate’s third year as a sponsor of MNT and the company’s involvement with Alves. Allstate has built out a dedicated Website to MNT and is doing public relations and community events in conjunction with the team.

Allstate, which spent $50 million on Hispanic print, TV and cable in 2008, per Nielsen, has also just released the latest spot in its "Affordability" campaign. The spots are running on Spanish language networks like Telemundo and Univision as well as Spanish cable outlets like CNN en Espanol. Allstate’s agency is Publicis Groupe's Lapiz, with its corporate sibling Tapestry (SMG), handling media chores.


  • Crown Imports

Independent agency La Comunidad won Crown Imports' pitch to choose a new U.S. Hispanic agency of record for beer brands Corona Extra and Modelo Especial, an account worth about $20 million. La Comunidad beat two other Latino shops, independent Zubi Advertising and Conill, Saatchi & Saatchi's Hispanic agency, in a three-month review for the business, which will involve leading strategic planning, creative development and production for the two brands.

The previous agency was Interpublic Group of Cos.' Casanova Pendrill, based in Costa Mesa, California. Jim Sabia, executive VP of marketing for Crown Imports, led the review. In a statement, he credited La Comunidad's win to the agency's insight-driven creative ideas across multiple media platforms. Hispanic media buying will still be handled by Cramer-Krasselt, Corona’s Chicago based general market agency.

Both Corona Extra and Model Especial have been increasing their ad budgets for the U.S. Hispanic market. Corona Extra, the No. 1 imported beer in the U.S. and the sixth biggest beer brand overall, spent $9.3 million in Spanish-language media in 2008, up from $7.7 million in 2007, according to TNS Media Intelligence.

Crown Imports, is a joint-venture between Constellation brands and Mexican brewing giant Grupo Modelo. 


  • Unilever

Unilever’s ViveMejor (“Live Better”) program continues to evolve. Now in its third year, the multi-brand campaign addresses the personal care and cooking needs of Hispanic women through such avenues as expert advice and valuable coupons from popular Unilever brands.

This year’s program features new talent and a variety of consumer touch points, including national television integrations on morning and evening shows shown on Spanish-language television network Univision, public relations outreach, print advertorials in best-selling Hispanic magazines, direct mail, and retail events in the top Hispanic cities across the United States.

Moreover, as part of Unilever’s sustainability mission, all content from the ViveMejor magazine is now available online at ViveMejor.com.


  • Food Lion

Three Alamance County stores are among 13 Food Lion locations in the Triad – a region in North Carolina consisting of the area around the cities of Greensboro, Winston-Salem and High Point – who will market to the area’s growing Hispanic population.
Food Lion stores on North Church Street and Harden Street in Burlington, and on Roxboro Street in Haw River, will participate in the Sabor Latino campaign, which translates to “Latin Flavor.”

The effort will fill shelves with 1,000 Hispanic foods, including bolillo rolls, tres leches cakes, boniato and jicama. The store on Harden Street, which also fronts Maple Avenue, now contains an aisle stocked wholly of Latin-style canned beans, rice, sauces and tortillas.The Salisbury-based grocery chain announced the campaign Friday in Winston-Salem. Stores in Asheboro, Winston-Salem, Biscoe, Dobson and Yadkinville are also included in the marketing campaign.


  • JC Penney

JC Penney wants a big bite of America's back-to-school bucks, and has unleashed its latest teen marketing in kids' favorite places – Facebook, movie theaters, concerts, cell phones and TV. The campaign also includes Hispanic TV and was created by Saatchi & Saatchi New York, T3 and Razorfish.


  • Ryan's(R) Grill Buffet and Bakery

Ryan's(R) Grill Buffet and Bakery, a 225-store unit of Buffets, Inc., announced the launch of the brand's first system-wide marketing effort. The integrated campaign was created by marketing agency of record Schafer Condon Carter (SCC) and features original music and a proprietary jingle.

The integrated campaign is part of Ryan's system-wide branding effort to help re-define and distinguish the casual dining chain's unique brand personality and restaurant experience. Television (:30 and :15) and radio (:30) spots will run beginning in July.

The marketing effort will also include digital, direct, in-store, and a proprietary scratch card game. The campaign will also include Hispanic versions of key elements. Ryan's will also launch an employee marketing effort that features ring tones, screensavers, videos, and musical greeting cards.


  • Ford

The Telemundo Station Group has once again partnered with Ford Motor Company for the Amores de Luna franchise, with its second installment to feature the new 2010 Ford Fusion. Amores de Luna 2: Nuevos Caminos will be produced by Telemundo Studios as a branded TV, online and mobile advertising campaign. The mini-series will air following the late local newscast on Telemundo’s KVEA-Los Angeles, WSCV-Miami, KTMD-Houston, KXTX-Dallas and WSNS-Chicago.

The 20 three-minute episodes will air over a period of four weeks. Following their on-air premieres, the episodes will become available online via an exclusive Amores de Luna microsite. A La Mano, Telemundo’s local mobile initiative, will promote Amores de Luna content on cell phones and mobile devices. Ford has also added two new properties to this franchise, a cross-promotional campaign on Telemundo’s cable network Mun2 and digital platform HolaMun2.com.


  • Farmers Insurance

Farmers Insurance Group announced it has launched its latest Hispanic advertising campaign titled "Force Field" that includes TV, radio and rich media – all produced by U.S. Hispanic Agency of Record Accentmarketing.

“Force Field' is a visual representation of finding the right fit when it comes to providing individualized insurance coverage that's right for each person," explained Luisa Acosta Franco, Farmers Vice President of Multicultural Marketing. "The visuals allow consumers to quickly capture a message of personalized protection and demonstrate different ways that getting the wrong insurance coverage can be ineffective, insufficient, excessive, or over-priced."

Based on the right fit concept from "Force Field", the radio campaign includes :30 and :60 second versions while the digital campaign is composed of rich media banners that include user-activated banners, videos banners and expandable video boards, that will direct consumers to Farmers' in-language website, .http://www.segurosfarmers.com


Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).


Portada Staff

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