Cadbury Schweppes Americas Beverages (CSAB) is using a recipe competition to help promote its leading brand beverage, 7UP, to Hispanic consumers. The effort will be supported by Ketchum, which has worked with the company for almost three years, and 7UP specifically since 2006.
Almost entirely in Spanish, the initiative, which will run April 28 to July 28, was developed to be an “unacculturated, pure Hispanic effort,” with the prize money of $70,000 being offered to further inspire Hispanic consumers to tap into their creativity and realize a professional dream, said Greg Artkop, director of corporate communications at the Plano, TX-based company.
CSAB's internal communications team previously created Hispanic initiatives for Dr Pepper, Penafiel, and Clamato.
With a grassroots focus, the campaign will be promoted by traditional media relations and bolstered by a Spanish-language Web site, receta7up.com. Celebrity chef and Spanish speaker Carlos Fernandez will visit target markets in Los Angeles, Chicago, Houston, Dallas, and Phoenix to demonstrate to consumers how to prepare healthy recipes with 7UP and encourage submissions over the course of 40 cooking events.
Finalists chosen by Fernandez will participate in a cook-off on Telemundo TV's Cada Dia in the hopes of capturing the prize money and being named 7UP's 100% Naturally Talented Chef.
The contest was developed due to the significant number of 7UP consumers in the Hispanic community and the notable growth of Hispanic small businesses in the US, said Artkop.
Ines Rodriguez-Gutzmer, SVP and account director for Ketchum Atlanta, added that the PR team wanted to create an interactive campaign with 7UP that hit on topics genuinely relevant to Hispanic culture, like culinary innovation and professional ingenuity.
“As pure practitioner[s], [we] need to be proud of programs like this because the Latino market is booming,” said Rodriguez-Gutzmer. “It's important that more and more [the PR industry] is paying attention to what triggers interest from [Latino consumers] and creating campaigns that treat them well.”