 |
       |
|
||||||||||||||||||||||||||||||
|
 |
|
Unilever rolls Hispanic campaign into TV show Food manufacturer Unilever hopes to capitalise on a lack of food programmes on US Spanish-language television by launching a cross-platform marketing initiative including a programme on TV network Univision. Packaged under the Desafio del Sabor (The Flavour Challenge) brand, the push will combine consumer competitions, storefront events and a nationally televised cook-off on Univision. Ricardo Martinez, Unilever's director of multicultural marketing, said: "The programme taps into the Latin conviction that they have the best sazon (seasoning) or sabor (flavour)."  Martinez also said Hispanics spend almost twice as much time preparing home-cooked meals as non-Latinos, which could be why Unilever is increasing its Hispanic advertising and promotions budget by 47% this year. In addition to collecting recipes, Unilever will have mobile vans visiting big grocery chains and local Hispanic festivals, staffed by bilingual culinary students who will help with demonstrations and tastings at the storefront events. Consumers whose recipes are selected will enter the next level of competition, cooking at Desafio del Sabor regional challenges at Hispanic festivals in five cities: Chicago, Houston, Los Angeles, Miami and New York. The winners from each regional event will compete in a cook-off aired nationally on Spanish-language network Univision. The grand prize will be US$10,000 and a trip for four to Univision's music awards show Premio Lo Nuestro a La Musica Latina. The winner's recipe will also be featured in a Unilever recipe book. The effort will be backed by TV, radio, print and online advertising, plus public relations, promotions and in-store advertising, a web site (desafiodelsabor.com) and a giveaway recipe book called Viva Mejor (Live Better). Although ads will be in Spanish, the web site, promotional materials and other efforts will be bilingual wherever possible. Kris Sofley 10 Mar 2006 © C21 Media 2006 
|
|
|
|
|
|
|
