A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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Heinz has shifted Its US $250 Million Global Media Account to OMG and to IPG’s UM leaving incumbent Cramer-Krasselt out.While UM (Universal McCann) will handle the Heinz U.S. business, it is not yet clear how OMG media agencies PHD and OMD will split the international business. According to MediaPost , the company’s total ad spend, about 25% is in the U.S. Cramer-Krasselt, which did not participate in the review, continues to handle the creative account for now.The review followed the acquisition last June of Heinz by an investment consortium that included Berkshire Hathaway and 3G Capital.
- Frozen-Food Makers
ConAgra, General Mills, Kellogg, Nestle, Heinz and Hillshire Brands have joined to launch an US $30 million campaign that aims to revive frozen-food sales, according to an Ad Age report. The campaign, titled “Frozen. How Fresh Stays Fresh,” will try to portray freezing “as nature’s pause button.” McCann will be the lead creative agency. The campaign will include TV, digital and print. The strategy is unusual, but the entire category has been negatively impacted by consumer apathy reason why all these competitor have joined forces.
Kraft Foods Group brand is launching its “For Almost Everything. Almost” new campaign that plugs the sauce for everything from pork to tofu.CP&B, Los Angeles is the agency in charge of it.This marks the brand’s return to TV advertising after five-years . Consumer trends have changed, and Kraft did not have any other option but to broaden the sauce’s appeal. This new campaign will return the brand to its historic roots as a classic table sauce.It consists of two TV spots featuring the peculiar habits and tastes of some people.Here is ¨same siders¨spot:
The brand is also presenting a video on Facebook and YouTube, showing how is breaking up with steak and how “friends” like fish tacos, crab legs, green beans and more, like its status:
This summer, PriceRite will open its first New Jersey store in Garfield, a town where 32 percent of the 31,000 residents are Hispanic (2010 U.S. Census). The store will be owned by Inserra PriceRites, a family business which also owns and operates 22 ShopRite stores in New Jersey and New York. PriceRite stores have traditionally been corporately owned.Like other PriceRites, the 41,000 square foot store will offer a limited number of brands in a no-frills environment. PriceRite says products are priced at about half what they are in traditional supermarkets. PriceRite’s self-service format offers fresh produce delivered daily, packaged meats, baked goods, a variety of private label and national grocery brands and dairy and frozen food products. The Garfield location will feature some of the industry’s leading “green technologies,” including glass doors on dairy cases and energy-efficient lighting and refrigeration throughout the store. PriceRite operates more than 50 locations in the Northeast.
- Buen Sabor
Buen Sabor has introduced eight ready-made frozen meals oriented around Hispanic cuisine but embodying new flavors and culinary techniques.From carne to frijoles, offerings from the new company contain all-natural ingredients. They include such dishes as Pastelon de Pavo Picante y Lentejas (Spicy Turkey and Lentil Pastelon), a one-dish meal of ripe plantains and turkey picadillo inspired from Puerto Rico and the Dominican Republic. Other new dishes include: “Buen Sabor products offer a convenient way to discover both old and new flavors of Latin American cultures in a way that is exciting for today’s modern, health-conscious consumer,” said Yvette Marquez-Sharpnack, author of “Muy Bueno” cookbook and founder of MuyBuenoCookbook.com. “These unique dishes offer those that crave Latin American cuisine something flavorful and attainable that no other food company has been able to do.” Buen Sabor launched in 2014. It is staffed by what it says are world-class CPG executives from Kashi, PepsiCo, Hain and Pinnacle Foods Group. These executives are working closely with a team of Hispanic chefs to dish up innovative foods. The first eight Buen Sabor products are now available in 32 states in many retail locations nationwide. Plans are in place to rapidly expand retail locations and product offerings.
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