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Cargill is unveiling the brand’s third annual on-pack promotion, “Recipe of the Month” or “Receta del Mes,” as part of its integrated, digital marketing strategy for Rumba meats.
To participate, consumers submit their favorite recipe featuring a Rumba beef or pork product either on the brand's website or Facebook page. A winner will be selected each month by a panel of qualified judges supervised by an experienced culinary professional. The monthly winner will receive a $500 Visa gift card and have their recipe featured on the site.
This year’s national, bilingual promotion is designed to reach multicultural consumers who purchase from the meat case, and will incorporate both online and in-store elements intended to increase engagement, offer new purchase occasions and expand the brand’s reach.
The effort is part of a larger commitment by Cargill and the Rumba brand marketing team to engage multicultural shoppers through digital media, and to provide resources to those who seek new options from the retail meat case. As part of this commitment, Rumba launched a new website designed to educate consumers about the variety of products in the brand’s portfolio, showcase the traditions of loyal Rumba brand users, and inspire new creations.
Multicultural consumers tend to retain cultural and culinary traditions and use digital media to research, create and share information among their personal networks, in their community and beyond. “For more than 5 years, Rumba has delivered the essential meat case products for our consumers’ most treasured meals,” said David Bisek, associate brand manager for Rumba. “This year, we are taking our promotional efforts to the next level to now provide an exciting platform for cultural exchange and personal influence.”
According to the U.S. Census Bureau, more than half of the growth in the U.S. population in the last decade has come from multicultural segments. These shoppers are already a driving force in the retail grocery channel and they have had a profound influence on mainstream American culture - specifically the culinary landscape – through cultural connections, early and ubiquitous adoption of technology, and a widespread use of social media.
As an international producer and marketer of food, agricultural, financial and industrial products and services, Cargill employs 140,000 people in 65 countries.