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Hoping to capture more Hispanic sales during the holiday season, Cargill has introduced its first Rumba brand case-ready fresh meat on-pack promotion, “Warmth of Home” or “Calor de Hogar.” Running through Jan. 15, 2011, the national bilingual campaign, which offers the chance to win more than 100 cash prizes, comes at a time when specialty meat consumption is highest, along with shoppers’ desire to save money.
As well as seasonality-based Rumba meat trends, Warmth of Home leverages insights from Scarborough’s “Hispanic Internet User” study and “Hispanic Shopper + Retailer Study,” the latter from 2009. The studies found higher-than-average cell phone use, including texting, among Hispanics and a 78 percent participation rate in price promotions among Spanish-speaking shoppers.
For the promotion, specially marked Rumba packages sport peel-off labels, each of which features a unique keyword that must be texted for chances to win cash prizes ranging from $500 to $5,000. Shoppers can also visit www.rumbameats.com for other ways to enter to win a prize. Further, select packages offer a $1 off coupon. In-store demonstrations and market-level radio advertising support provide exposure for the campaign.
According to Rumba brand manager Meredith McGowan, “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.”
Developed specifically with the tastes and preferences of multicultural consumers in mind, the Rumba product line comprises 33 fresh, never frozen beef and pork specialty meat cuts in grab-and-go, easy-open packaging. Wichita, Kan.-based Cargill launched the brand in 2007.