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RALEIGH, N.C. - Supermarket chain Lowes Foods has launched a print campaign targeted to Hispanics in select North Carolina regions. A rollout to other markets is anticipated in 2003.
The campaign is brand focused and emphasizes the value and freshness of the Lowes Foods product. A new tagline -- "Especialmente para ti" -- will be unveiled with the first ad scheduled for November publication.
Lowes Foods operates 105 stores in North Carolina and Virginia. North Carolina is one of the fastest growing regions in the country for the U.S.-Hispanic population, and several Lowes Foods stores are located within Hispanic communities.
The company said in a press release that welcoming the Hispanic customer's patronage is one of its primary goals in 2003.
"Our stores are an integral part of each community in which they are located. Connecting with our customers is paramount, and we want to embrace these families and speak to them in their own language," says Terry Moore, director of marketing and electronic commerce for Lowes Foods.
Lowes Foods selected Adelante Hispanic Marketing for the campaign. Adelante Hispanic Marketing is also creating and developing several regional and national campaigns targeting the U.S.-Hispanic market for Bank of America, New York Life, Guarantee Trust Life, and ESSROC, among others.