USA - Cargill new pork promotion
29 Nov 2010
Cargill announced the launch of its first Rumba brand on-pack promotion targeting Hispanic consumers during the holidays, at the height of specialty meat consumption and their desire for savings.
The “Warmth of Home” (or “Calor de Hogar”) campaign, which runs through Jan. 15, leverages insights from a Scarborough “Hispanic Internet User” and a separate 2009 study called “Hispanic Shopper + Retailer Study.” The studies show higher-than-average cell phone use, including texting, among Hispanics and a 78 percent participation rate in price promotions among Spanish-speaking consumers.
The promotion includes specially marked Rumba packages with peel-off labels that include a unique keyword that can be texted for chances to win prizes ranging from $500 to $5,000. Consumers can search for other ways to win prizes at
www.rumbameats.com.
“The Rumba product team is excited about the brand’s new holiday promotion and being able to work closely with our retail partners to bring timely and relevant marketing programs that help drive increased sales,” Rumba Brand Manager Meredith McGowan said in a news release. “We are dedicated to ensuring that the brand meets the needs of today’s multicultural consumers so that our customers are able to provide the right product solutions that help optimize sales for these targets.”
The Rumba line includes 33 fresh beef and pork cuts integral to traditional foods consumed by multicultural consumers including Hispanic, African American and Asian populations. The products are distributed in the United States and Canada.
Source: meatingplace
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