Pasta maker Barilla’s strategy has an important Latin marketing component, both multicultural in the U.S. as well as in Latin America, as the recent partnership of Barilla with television personality and restaurateur Ingrid Hoffman shows. We talked to Melissa Tendick, VP of Marketing at Barilla Group about the company’s marketing and media strategy.

Barilla’s marketing strategy has substantially evolved over the last few years, Tendick notes. “Our marketing mix continues to evolve as digital is – and always will be – at the core of our consumer’s lives – it is ingrained in how they shop, where they find / share recipe inspiration, and where they search for new information about our products so it is important for us to be there at each stage along the journey.”

It is important for us to be there at every each stage along the journey.

Targeting Latina Moms

“Our main target for the Latino Italian Fusion campaign is Latina moms who take pride in cooking a healthy and satisfying meal for their families.” They put in the time, energy and even add a little of their own sazón to each dish to delight their families. This campaign is meant to inspire them to use pasta as a blank slate and continue their creativity when using Barilla pastas and infusing unique Latin flavors.

Latina moms put in time, energy and even add a little of their own sazón to each dish to delight their families.

Content Marketing Initiatives

Content Marketing is a key marketing strategy element for the Parma, Italy, headquartered pasta maker. Perhaps the venue that most brings to life Barilla’s passion for all things pasta is Academia Barilla, a restaurant in Midtown New York City. According to Tendick, “Barilla does have owned social properties including barilla.com, Facebook, Instagram and Twitter. “In fact, there will be some exciting changes ahead for our content marketing sites in 2016, so stay tuned, “Tendick notes. The company also owns a Spanish-website called pasta tu estilo geared toward the Hispanic community that we know has incorporated pasta as part of family meals for a long time. ”

Ingrid Hoffman Partnership With Cross Over Appeal

One expression of Barilla’s bet on content marketing is the partnership with Ingrid Hoffmann, which also includes traditional media buys in addition to product integrations. “We are excited about the partnership with Ingrid to pair authentic Latina flavors, recipes and inspiration with the Barilla portfolio of pasta, ” says Tendick. “She is not only a household name in the Hispanic community but her crossover appeal as a culinary figure made her the perfect choice to bridge the fusion of two different cuisines. Working in collaboration with Ingrid we created four videos showcasing unique meals solutions using Latin-inspired flavors with traditional pasta ingredients. We decided to place them on siempremujer.com because we know that this is a destination for Hispanics, primarily Latinas, searching for recipes and cooking tips that are in-culture and in-language.”

Latin America Strategy: Mexico and Brazil

Barilla has also a developed strategy for south of the border market expansion. “We started our expansion in Latin America more than a decade ago, through the partnership we established in Mexico with HERDEZ Company. Our portfolio of Brands, made of Barilla, Yemina and Vesta, is accounting for almost 30% of the Dry Pasta market in this country.” Three years ago, we further accelerated our expansion in South America, by building a Team in Brazil, and developing a product offer aiming at meeting the local Consumer needs. We are pleased to report a double-digit growth of our business in Brazil year-on-year since 2012. We will continue to invest there, both in product development and communication, as there are major opportunities to create more value for the Consumers and Customers in this country. In the other countries, we are still operating with local Distributors. We continuously evaluate potential partnerships options to accelerate our business there.”

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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.

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
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  • Barilla

descargaBarilla, maker of Italy’s pasta brand, is celebrating Latinas’ creativity in the kitchen and passion for new flavors with the launch of its latest campaign, Latino Italian Fusion. Combining two family favorites—Latino flavors and spices and traditional Italian ingredients—Barilla has partnered with celebrity Chef Ingrid Hoffmann to develop recipes, as part of a video series that captures el sazón Latino in re-imagined pasta dishes. The how-to video series, distributed in partnership with Meredith’s Siempre Mujer, is available on http://siempremujer.com/barilla. Inspired by the diversity of Latin cuisine, Barilla is collaborating with premier Latino chefs to develop a roster of Latin-inspired pasta dishes exclusively for Latino Italian Fusion that captures the flavors of Mexico, the Caribbean, Central and South America.

  • Anheuser-Busch /NBA (adds Hispanic marketing initiative, Noches éne-bé-a)

descarga (1)Anheuser-Busch and the National Basketball Association (NBA) announced a four-year extension of their marketing partnership, which began in 1998. Anheuser-Busch will continue as the Official Beer Partner of the NBA, Women’s National Basketball Association (WNBA) and NBA Development League (NBA D-League).  As part of the agreement, Anheuser-Busch will also expand its marketing partnership to include USA Basketball and the league’s Hispanic marketing initiative, Noches éne-bé-a.Anheuser-Busch and the league will work together to produce an original digital content media series. These videos will appear on NBA-owned properties and will be shared on Anheuser-Busch-owned properties this season.The partnership also includes enhanced packaging and marketing rights, featuring select NBA and team logos on cans, bottles and other packaging and in promotional campaigns, enabling its brands to better connect with the league’s rapidly expanding national fan base.  Budweiser and Bud Light will run NBA marketing activations at the same time, with each brand owning year-round platforms and different marquee league events, including NBA All-Star, NBA Playoffs, The Finals, NBA Draft, and WNBA All-Star.These brand will also engage fans in a multitude of new ways through live events, retail programs, digital activation and great storytelling.”In addition to its league partnership, Anheuser-Busch will promote its brands via the NBA’s broadcast partners and continue to engage fans locally through its 22 team deals.  Anheuser-Busch also has NBA partnerships in other regions, including a recently announced extension with Harbin Beer in China, and a new partnership in Brazil.

  • Celebrity Pink & Ximena Cordoba

bbCelebrity Pink, the Los Angeles-based apparel company known for fabric innovation, has partnered with Univision Communications to launch Body Sculpt by Celebrity Pink with Ximena Cordoba, on-air personality on Univision Network’s popular entertainment program “El Gordo y La Flaca” (The Scoop and the Skinny) as the brand ambassador. This new women’s body shaping brand will be sold exclusively at Macy’s, launching just in time for the holiday season.  The collection features body-sculpting jeans available in three styles.The Colombian model, actress and television presenter is one of the most influential women in Spanish-language television and is widely recognized for her feminine sense of style.Retailing at US$52, the chic collection offers three styles in a variety of washes and colors.



For the first time ever, the makers of the HERDEZ® brand, a mexican salsa brand, and the makers of the DONA MARIA® brand, a mexican mole brand, are partnering to bring Las Posadas celebrations to local communities and children in Los Angeles, Calif. Las Posadas or the inns, is a nine-day celebration taking place from Dec. 16-24. The Mexican holiday features pilgrims on candlelit processions filled with singing and cheer culminating in festivities and traditional foods offered by an innkeeper. This year the two brands will kick-off the holiday by hosting a free posada for the local community on Wednesday, Dec. 16 from 5:30-7:30 p.m. at the El Paseo Inn restaurant at Olvera Street. The community will enjoy a fun-filled celebration with food, music and live mariachi.

  • Goodyear

The Goodyear Tire & Rubber Company has announced it will combine its North America and Latin America businesses into one Americas business unit, effective January 1, 2016.The combined business will serve customers and consumers more effectively and efficiently by integrating processes such as product development, market forecasting, and product supply.  All manufacturing plants in the combined region – including the new Americas plant in San Luis Potosi, Mexico, scheduled to open in 2017 – will be leveraged to serve all customers in Mexico, Latin America and North America. The Americas business unit will be led by Stephen R. McClellan, currently president of Goodyear’s North America business. Marcelo Toscani, currently vice president of global manufacturing, will serve as president of the company’s Latin America operations and report to McClellan.Goodyear is one of the world’s largest tire companies. It employs approximately 66,000 people and manufactures its products in 49 facilities in 22 countries around the world.

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • JCPenney

s1YYLIt4_400x400JCPenney has released “The Gift of New Traditions” campaign along with AOL’s BeOn division, aimed at Hispanics. The series, which began last week and continues through Jan. 10, will be vignettes featuring Hispanic families traditions for Thanksgiving and the other holidays to come. Like ethnic families of the past, it’s a blend of American tradition and customs from the old country.The episode starts with a holiday-themed ad for the store and JCPenney says they’re wearing Penney’s clothes. The video itself, explaining the traditions, is mostly in English (with subtitles).Besides the AOL site, the ad will also run on JCPenney’s Latino Facebook page and YouTube channel.Some 10% of JCPenney customers are Hispanic. JCPenney points to data that says AOL’s Hispanic 18-49 viewership watches 217 million videos there every month and averages 50 minutes of viewing time, according to comScore’s Video metrix. (Read more about how JC Penney pursues the Latina Muse)

  • Barilla

descarga (3)Barilla has partnered with three influential Hispanic food bloggers in Chicago, Los Angeles, and New York, to create new and unique pasta recipes with a Latin twist. These recipes are a great way to put a new spin on traditional pasta dishes. With the launch of Pasta a Tu Estilo , Barilla’s most recent Spanish-language website, all these recipes now have a new home and can be found in both English and Spanish.Laura Muller of Las Recetas de Laura, Nicole Presley from Presley’s Pantry, andAlejandra Ramos of Always Order Dessert, were each selected as Barilla brand ambassadors to create custom Latin-inspired pasta recipes that are quick, easy, and represent a celebration of their unique Hispanic identities.Offering their own twists on traditional pasta entrees con su sazon, Muller, Ramos, and Presley, along with the help of Latina Bloggers Connect, have produced nearly 30 unique recipes. Some signature recipes from each of the bloggers are:Barilla Spaghetti with Pecan Chipotle Sauce by Laura Muller, Steak Picado with Barilla Pasta by Nicole Presley and Chimichurri Pasta Salad with Barilla by Alejandra RamosThe recipes along with more Latin-inspired dishes can be found at Barilla.com/EsPosible along with a chance to win US $5,000.

  • Coca-Cola

descarga (4)Coca-Cola is releasing this year’s holiday TV campaign called “Make Someone Happy,” created by Coca-Cola Germany with Ogilvy and adapted to the U.S. market by Coca-Cola North America. Wieden & Kennedy, Portland, handles social and digital for the effort, which is set to Jimmy Durante’s vocals of the song.The holiday spot marks the first time since 2011 that the brand’s classic Santa character has been the centerpiece of its holiday TV campaign in the U.S. Coke’s classic version of St. Nick was created in 1931 by artist Haddon Sundblom and Coke has consistently used Santa since then.This year, Santa and the bears are swapping roles, with Mr. Claus reclaiming the TV spotlight and the bears reduced to a supporting role for store-level retail executions. Still, a Coke exec did not rule out using the polar bears again in TV ads in the future.The ad debuted Nov. 27 on NBC. The spot, which will run through late December, also aired on ABC, ABC Family, Hallmark Channel, USA, TBS, Lifetime and Food Network. The campaign includes print, radio and out-of-home ads.


  • Weight Watchers

descarga (5)Weight Watchers brand will take a different approach than in past with new TV ads featuring regular folks. Competitors Jenny Craig and Nutrisystem have used Kirstie Alley and Marie Osmond, respectively. A new commercial features a twist on the children’s song “If you are happy and ou know it” featuring singer Tony Banino.Spots will begin airing during Sunday’s midseason finale of The Walking Dead and will also appear in cinemas. The new campaign is the first by Wieden & Kennedy and is aimed to the average person seeking to lose weight. The ads in movie theaters are specifically targeting consumers who are making bad food choices, such as movie popcorn. Weight watchers spent US$82.7 million on advertising in the US in the first six months of 2014.


  • Sid Lee

descargaMontreal-based agency Sid Lee, which opened a New York office two years ago, is going to set up a unit in the Culver City, Calif., office of one of its clients, men’s health charity Movember Foundation. Sid Lee, whose clients include Adidas, Facebook and Intel, is handling Movember’s account pro bono and will pay the foundation rent for the space. Sid Lee is the only agency in the world that is partly owned by a circus, with live entertainment company Cirque du Soleil owning a 20% minority stake.

  • Red Door

descarga (6)OneRoof Energy has selected Red Door Interactive as its Digital Agency of Record to drive awareness. Red Door Interactive will provide strategic planning to assist OneRoof Energy’s online marketing programs focused on attracting and acquiring customers via education.The outreach will run across various digital marketing channels targeting homeowners in California and Massachusetts.The first campaign will debut early next year. Red Door Interactive’s campaign will position OneRoof Energy as a one-stop resource for choosing solar energy for the home. OneRoof Energy spent US$2.565 million Canadian on advertising in 2013, up from US$510,805 Canadian.

  • Chase

descarga (7)Chase is introducing its first TV spot promoting its partnership with mobile payment service Apple Pay. The ad, out of creative agency Saatchi & Saatchi, features members of indie pop band Bleachers roaming Los Angeles in the hours leading up to a performance. The musicians make purchases along the way using their Chase Freedom credits cards, but through Apple Pay on their iPhones.Chase follows MasterCard among Apple Pay partners with TV commercials on the air.The 90-second version of the ad will be available on YouTube and a 30-second spot is set to air on NBC, ABC, Fox, CBS and ESPN during prime time TV shows, sports broadcasts and holiday specials throughout the season. Zenith handled the media buy.

  • Constellation Brands

descarga (8)The beer importer Constellation Brands is ending the commercial relationship with Goodby Silverstein &Partners, which handled Corona Light and Modelo Especial, and searching for a new agency for the two brands.The agency and marketer both said that the two parties mutually agreed to end their relationship. Corona Light has long been stuck in the shadow of its larger parent brand, Corona Extra, which is handled by Cramer Krasselt. The larger opportunity for growth might come from Modelo Especial, which has been among the fastest-growing brands in beer in recent years, despite limited traditional ad support. The brand, now the 10th-largest beer in the U.S., grew sales by 26% to US$708,000 in the 52 weeks ending Nov. 2. Horizon Media is Corona’s media buying agency.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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