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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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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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
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  • Red Mango

EGC Group has been named Red Mango’s, frozen yogurt and fruit smoothies retailer, marketing and advertising agency. The assignment implies strategy, creative development, LSM (local store marketing) and digital and social media programs for its 220 locations in the USA.The agency’s retail, digital and LSM experience includes Friendly’s, Sterling Optical, Canon,Jiffy Lube, Project Runway and Brother International, among others.So far, the agency has done a LSM product testing of juices, light food, and smoothies as part of the new Red Mango Cafe & Juice Bar concept. Additionally, it has developed a national Valentine’s Day promotional campaign to be launched on February 7.

  • Rumba Meats

Rumba Holiday PromotionMarketVision agency has been chosen to handle total-market digital, social and shopper-marketing promotions for Cargill’s Rumba meats brand.The agency’s initiatives target a diverse consumer base focusing on the cultural insight behind shopper behavior.MarketVision has already designed and carried out digital, social and retail programs for Hispanic Heritage Month and Holiday for Rumba. Rumbameats.com website ,a Facebook page featuring recipes, photo contests and cooking tips, a Pinterest page and a Twitter feed were some of the elements included . The agency has also created a sales e-newsletter and has initiated active food blogger outreach. In February, the agency will launch Rumba’s Black History Month promotion. Agency partner SWEB Development will collaborate with MarketVision’s Rumba work . SWEB Development, a full-service digital agency offering creative digital strategies, graphic design, and development for web, mobile, and social.MarketVision clients include Cargill Meat Solutions, Chrysler Group, ConAgra Foods, Copa Airlines, Hershey’s, Kraft Foods, Mondelez International, Northwestern Mutual, MillerCoors, Centers for Disease Control and United Airlines.

  • SUBWAY®

Univision Communications Inc. and SUBWAY Restaurants have announced a new partnership that will include six integrations of SUBWAY® Restaurants products and restaurants into Televisa’s hit telenovela, “Qué Pobres Tan Ricos” (Poor, But Rich).Custom content pieces featuring Univision actor Raul Gonzalez are also included in the agreement. Rodriguez will deliver SUBWAY® Restaurants selling points through his character in “Qué Pobres Tan Ricos”.Since premiering on January 6, 2014, the TV program is averaging 3 million viewers and ranking Univision as the No. 2 broadcast network among young Adults 18-34 ahead of ABC and CBS.SUBWAY® Restaurants products and restaurants will be seamlessly incorporated into storylines. The first integration will show one of the characters surprising another with a SUBWAY® $5 Footlong. The second, features a mother arriving unexpectedly to a birthday party with a SUBWAY FRESH FIT FOR KIDS™ meal. Other integrations will include scenes inside SUBWAY® Restaurants stores and show characters consuming SUBWAY® Restaurants products. In all, integrations will help Univision reaching Hispanic audiences.“Qué Pobres Tan Ricos” airs from Monday to Friday on the Univision Network at 10 p.m. .

  • AT&T

AT&T is rolling out a series of TV ads featuring actress Sofia Vergara and Univision sportscaster Fernando Fiore.One spot has been titled ‘Golazo’ (Super Goal) and will air in the form of 15-second and 30-second TV ads, features both TV personalities in a living room watching soccer. The ad shows Fernando and Sofia cheering their favorite team after a goal is scored, and then a reference is made to AT&T’s 4G LTE network.
http://www.youtube.com/watch?v=SL20VkDpUaM#t=8
Another similar 15-second spot titled  ‘Mas Confiable’ (Most Reliable) will air from Feb. 3 through the end of the month. Directed by Michael Spiller, these TV spots will bring the chemistry this duo had in the 90s to the screen.The spots were carried out by AT&T in collaboration with BRAVO and Lookout Entertainment director Michael Spiller.

  • MasterCard

Carat has been awarded MasterCard’s media business in the U.S. and worldwide in all markets but Latin America.Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.

  • Heineken

HeinekenHeineken and the UEFA Champions League (UCL) are once again bringing the popular soccer club competition to fans in the United States through various retail elements, from March 1 through May 24.Coinciding with this year’s program launch, Heineken is rolling out a new 16-ounce, three-pack format, designed with permanent UCL creative. Also, at retail, interactive displays and point-of-sale will direct consumers to sign into the UCL mobile site where they can try to digitally match their “Half Ticket” for the chance to win Heineken UCL prizes, such as Adidas-branded merchandise and signed UCL memorabilia. Consumers can also login with Foursquare to earn points every time they “check in” at retail. Additionally, program participants will be automatically entered into a sweepstakes for the chance to win a trip to a UCL match during the 2014-2015 season. Channel-specific cross-merchandising offers on the purchase of relevant items, including salty snacks, meats and ice, will round out the program and provide shoppers with solutions for their at-home viewing occasions, according to the company.”The UEFA Champions League is a proven passion point of Hispanic consumers,” said Belen Pamukoff, brand director for Heineken.”

  • PayNearMe

PayNearMe is growing its reach with a deal to bring its cash transaction network to more than 8,000 Family Dollar locations across the United States.The deal almost doubles PayNearMe’s footprint. Its cash transaction network allows consumers to use cash to repay loans, pay rent, make online purchases, and much more. Consumers can make payments 24/7 in their own neighborhood any of the 17,000 participating 7-Eleven, Family Dollar, and ACE Cash Express stores across the United States.PayNearMe has also closed a $20-million round of financing led by GSV Capital. August Capital, Khosla Ventures, Maveron and True Ventures also participated in the round. PayNearMe will use the funds to continue expansion into existing categories while launching into new vertical markets.


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