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It is not frequent, particularly in these “total market times”, that a major company refocuses a brand to make it Hispanic market specific. That is the case of Cargill’s Rumba meats, which last week announced that it will evolve as a Hispanic-focused brand. Portada interviewed Carolina Tabares, senior brand manager at Cargill for Rumba.

Cargill is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers. High  meat and beef consumption by Hispanics is something that meat & poultry producers as well as retailers need to pay attention to. According to beefretail.org, 86% of Hispanic consumers eat 4 to 5 beef meals per week, compared to 2 to 3 for the general population.
Cargill’s Carolina Tabares notes that the main target consumers for Rumba are  both acculturated and Spanish-d0minant Hispanics, “with an emphasis on acculturated.” Tabares sees “incremental growth opportunities that correspond with the increase in the U.S. Hispanic population.”
Rumba’s marketing team explored numerous options for Rumba’s new marketing effort, carefully selecting colors, images and words relevant to Hispanic consumers. Each element of Rumba’s new marketing effort – including its packaging, logo, point-of-sale materials, online advertising and tagline – was tested with consumers. Vibrant colors, such as red, blue, yellow and green hues that were selected for Rumba imagery, are common throughout Hispanic culture.

“We reviewed our existing Rumba positioning, compared it with our recently conducted consumer research and

concluded that we needed to connect better with Hispanic consumers that represent the majority of Rumba purchasers,” says Carolina Tabares, senior brand manager for Rumba Meats®. “Previously positioned as a multicultural product line, Rumba was trying to be too many things to too many consumer segments. We learned that Hispanic consumers are truly interested in a line of variety meats that allows them to enjoy traditional dishes by incorporating quality ingredients to create the eating experiences and flavors representative of their culture and heritage.”

Rumba was trying to be too many things to too many consumer segments. We learned that Hispanic consumers are truly interested in a line of variety meats.

Wichita, Kansas,  based agency Sullivan Higdon & Sink (Wichita, Kansas) is Rumba meats agency of record including for media buying and planning. “Sullivan Higdon & Sink did consult with Puente, a group that specializes in Hispanic marketing, to ensure cultural relevancy related to our relaunch,” Tabares notes. In 2014 MarketVision developed culture-inspired solutions for Rumba meats but the San Antonio based shopper marketing agency is no longer working with Rumba.na31984894

Relaunch Campaign

Marketing elements with Rumba’s new look include packaging, a Facebook page (https://www.facebook.com/Rumba Meats), Internet website (www.rumbameats.com),  Internet websites, YouTube, digital banner ads, Pandora Internet Radio ads and retail point-of-sale elements. Most marketing elements incorporate the “dancing lady” graphic, representing the culture, tradition and celebration the brand embodies. Ads are both in English and Spanish.
Tabares characterizes the relaunch campaign as “a new effort complementing past initiatives that formed the foundation for Rumba with the goals of creating consumer awareness for the brand to generate trial and, ultimately, repeat purchases.”

Retail Marketing

72% percent of Hispanics say that a store’s meat department is a powerful motivator in selecting a retailer. Regarding retail marketing efforts Tabares tells Portada that “we are exploring all growth opportunities for Rumba, in a variety of channels including retail grocery and foodservice.” The choice of the right retailer is important both for Rumba as for the retailer community. According to meatpoultry.com, 72% of Hispanics say that a store’s meat department is a powerful motivator in selecting a retailer.

 

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Multicultural market and/or targeting Multicultural consumers right now.

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  • Mattel

imagesMattel has put its US$150 million media planning and buying account in the U.S. in review.It is uncertain whether Mattel will bring on one or two agencies to handle the business.Publicis Groupe’s Starcom is the incumbent on the media planning account since 2005.WPP’s MindShare currently handles media buying for Mattel in the U.S.

 

 

 

  • NHI & DishLATINO

descarga-1The National Hispanic Institute (NHI) and DishLATINO are joining forces to promote leadership and education among the next generation of young Latinos in the U.S. DishLATINO has begun contributing advertising time on nearly 30 top Spanish language networks to tell the story of NHI and its mission to engage achieving high school and college students in community leadership roles.Founded more than 37 years ago, NHI invests in students through educational programs, civic engagement and an emphasis on community service.The ad spot educating DishLATINO customers about NHI can be found here as it airs (Spanish only) and here with English subtitles. DishLATINO also developed a promotional video for NHI’s use which can be found here.The campaign announced aligns with DISH’s broader corporate citizenship program, DISH Cares, which fosters community engagement with an emphasis on STEM education and workforce development.

https://youtu.be/2sd64kkbKV4

  • Cargill’s Rumba Meats

na31984893Cargill is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers, a segment of the U.S. population that enjoys and values traditional ethnic food.  Each element of Rumba’s new marketing effort – including its packaging, logo, point-of-sale materials, online advertising and tagline – was tested with consumers. Vibrant colors, such as red, blue, yellow and green hues that were selected for Rumba Marketing elements with Rumba’s new look include packaging, a Facebook page (https://www.facebook.com/Rumba Meats), Internet website (www.rumbameats.com), digital banner ads, YouTube, Pandora Internet Radio ads and retail point-of-sale elements. Wichita, Kansas, based agency Sullivan Higdon & Sink is Rumba Meats AOR, including for media planning and buying. (Check out our interview today with Carolina Tabares, Senior Brand Manager Rumba Meats at Cargill).

Find out who the brand and agency executives behind these campaigns/moves are. Plus detailed contact information on more than 2,000 Corporate Marketers and Agency Executives targeting U.S. consumers. GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com.

  • Target

o8aqvwhg_400x400Target has released its’ holiday spots from 72andSunny and Team Arrow Partners aimed specifically at Hispanic shoppers, which over-index in Target’s customer base.Its ads include “The Toycracker,” a Broadway-musical inspired spot which stars a little girl, Marisol, and Target’s mascot, Bullseye the dog, as well as a parade of toys you can buy at Target.John Legend and Chrissy Teigen will appear in two four-minute videos airing during ABC’s broadcast of Frozen on Dec.Target will run 16 TV spots throughout the holiday season, and is increasing its TV spend 21 percent over 2015, with a 67 percent increase in Spanish language TV spend.

  • GMCVB

descargaMiami tourism organization Greater Miami Convention & Visitors Bureau (GMCVB) has appointed VML as its new global marketing agency of record following a formal review resulting in a four-year contract with an additional one year option for the WPP agency, Mediapost has reported. VML services will include brand strategy, strategic planning, media planning and buying as well as creative development.

  • Dos Equis 


After premiering a trailer of The Most Interesting Man in the World last month, Dos Equis released a full-length commercial today, “Airboat.” The  campaign features a more interactive character whose adventures show why he’s different and how he’s gained his legendary status. The commercial also portrays how the creative and character have evolved over the past decade, reflecting the differences of what it means to be interesting to today’s millennial beer drinkers 21 and older.The creative evolution of the campaign, created by Havas Worldwide, is deeply rooted in research that the meaning of interesting has changed over the past decade.The Most Interesting Man can also be seen giving a nod to the sport, and will be featured in two additional football-themed commercials running from the Playoff through the College Football Playoff National Championship on January 9, 2017. The 15-second spots launch November 14.

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