Jewel-Osco in major Hispanic campaign

CHICAGO: Jewel-Osco, the largest supermarket chain in Chicago, has begun a major marketing/PR effort aimed at Hispanic consumers through its Hispanic advertising and PR agency of record, Sanchez & Associates.

CHICAGO: Jewel-Osco, the largest supermarket chain in Chicago, has begun a major marketing/PR effort aimed at Hispanic consumers through its Hispanic advertising and PR agency of record, Sanchez & Associates.

CHICAGO: Jewel-Osco, the largest supermarket chain in Chicago, has begun a major marketing/PR effort aimed at Hispanic consumers through its Hispanic advertising and PR agency of record, Sanchez & Associates.

The campaign, which will run throughout 2001, has kicked off with Spanish-language print, radio and TV advertising, said Joseph Nebolsky de Ochoa, a VP at Sanchez. Initial PR activity will include holiday charitable donations to Hispanic organizations.

PR planned for next year will target the campaign - called Frescura Latina (Latino Freshness) - to the ethnic groups within the Hispanic market.

Mexicans represent 65% of the Chicago Hispanic market, Puerto Ricans 15%, Cubans 7% to 9% and Central Americans the remainder.

Sanchez is planning recipe contests using products from Jewel's Hispanic food suppliers to spotlight dishes unique to each of those groups. It will also hold cooking demonstrations at Jewel supermarkets and to seek out media exposure for such events.

De Ochoa explained that the PR component of the campaign was much more tailored to specific groups than are the ads which carry the tag line 'mas y mas' (more and more).

Jewel has spent several years examining the mix of Hispanic products it carries and expanding selection in an effort to attract Hispanic shoppers.

De Ochoa explained: 'Hispanics go to Jewel for milk, bread, the staple items.' But they tend to buy ethnic items at small neighborhood stores.

Jewel's new campaign aims to change such buying patterns.

Jewel-Osco has 274 stores, of which 190 are combined Jewel supermarkets and Osco drug stores and 84 are Osco stores.



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