Multicultural Marketing Campaign of the Year 2016

MSLGroup devised a creative campaign to generate awareness and increase sales by highlighting avocados' nutritional value.

Winner

MSLGroup and Hass Avocados
Serving Up Fresh Relevance for Health Benefits

Hispanics outpace the general market by nearly 40% when it comes to purchasing avocados. However, taste, not nutrition, is the prevailing impetus, according to Hass Avocado Board research.

The organization saw an opportunity to build on a strength by underscoring another key reason why Hispanic consumers should buy avocados. Given the product’s premium price, there was a need to tell the nutrition story.

As such, MSLGroup was tasked with devising a creative campaign to generate awareness and increase year-on-year sales to this demographic by 15%.

Research indicated a nine-point gap between "taste" and "nutritional benefits" as reasons cited by Hispanics for purchasing avocados.

Secondary studies revealed diabetes was a key health issue facing Hispanics, but they’re also the least likely demographic to seek medical care. In fact, one in three U.S. Hispanic adults are already pre-diabetic. As such, a partnership was formed with the American Diabetes Association to boost the message.

The use of well-known Hispanic chef Ingrid Hoffmann as an association ambassador led a media blitz that included bilingual SMTs, ANRs, and PSAs, as well as 19 broadcast interviews.

Other targeted outreach efforts included monthly features of avocado recipes on the association’s No Mas Diabetes blog, a Twitter party with Siempre Mujer magazine, and stories in the two most-read U.S. Spanish-language newspapers — La Opinión and El Diario NY.

The results were tasty: 63 million impressions within the campaign’s first two months (six times the goal); more than half of visitors to the campaign landing page downloaded materials; and total units/volume of avocados sold in August 2015 were up nearly 27% year on year.

"This campaign found the right message and achieved clear business results," noted one judge.


Honorable Mention

MSLGroup and United Soybean Board
Building Awareness for a Hispanic Pantry Staple

A recent survey revealed 65% of shoppers were influenced by a "100% soybean oil" on-pack message. Most vegetable oils are 100% soybean, but few know that. So the United Soybean Board sought MSLGroup’s help to raise awareness, particularly among U.S. Hispanics. It partnered with Goya, the largest Hispanic-owned food company in the U.S. MSL designed a "100% soybean oil" label that Goya unveiled. A video featuring Hispanic blogger Adriana Martin was key to a broad education effort. A 2015 survey revealed a 5% rise in consumer awareness about soybean oil, while Goya reported a 25% year-on-year rise in August 2015 sales.

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