Nestle builds relationship with Hispanics on Delicias

OAKLAND, CA: Nestle is using a summer-long grassroots campaign to promote its Nestle Delicias line, introduced at the beginning of 2009.

OAKLAND, CA: Nestle is using a summer-long grassroots campaign to promote its Nestle Delicias line, introduced at the beginning of 2009. The products were developed with Hispanic consumers in mind and include flavors like Tres Leches and Mango, and the PR campaign reaches out to that community through events, media relations, and a partnership with Major League Soccer (MLS).

"From a media standpoint, we did an awareness campaign. We targeted food editors in general, for publications that are Spanish-based," said Jessica Vasisht, brand manager for Nestle ice cream, explaining the two-pronged PR strategy, which was orchestrated with AOR VPE Public Relations. "From a PR standpoint, we went more grassroots and have been involved in festivals and events in key markets such as Los Angeles, New York, and Chicago."

The message for the PR outreach focuses on the unique flavors of the Delicias line, and builds upon the reputation of Nestle. The company also partnered with celebrity chef Lorena Garcia, who demonstrates recipes made with the products at events and for a weekly "Cocinando con Nestle" segment on Univision. For the rest of the summer, Nestle Delicias is visiting MLS games, offering samples, and explaining new recipes to Hispanic consumers.

The growing population and increased spending power of Hispanic consumers were two reasons why Nestle decided to launch the Delicias line, Vasisht said. "There really was not a national player coming up with unique flavors that would speak to the Latin consumer," she added.

While there is a Web site for the product line, no social media tactics have been introduced. Vasisht said that is an opportunity for future outreach.

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