As part of the new, integrated, digital marketing strategy for Rumba meats, Cargill is unveiling the brand’s third annual on-pack promotion titled “Recipe of the Month” or “Receta del Mes.” This year’s national, bilingual, promotion is designed to reach multicultural consumers who purchase from the meat case and will incorporate both online and in-store elements designed to increase engagement, offer new purchase occasions and expand the reach of the brand.
The effort is part of a larger commitment by Cargill and the Rumba brand marketing team to engage multicultural shoppers through digital media, and to provide resources to those who seek new options from the retail meat case. As part of this commitment, Rumba launched a new website (www.rumbameats.com) designed to educate consumers about the variety of products in the brand’s portfolio, showcase the traditions of loyal Rumba brand users and inspire new creations.
According to the U.S. Census Bureau, more than half of the growth in the U.S. population in the last decade has come from multicultural segments. These shoppers are already a driving force in the retail grocery channel and they have had a profound influence on mainstream American culture, specifically the culinary landscape of the U.S. Strong cultural connections, early and ubiquitous adoption of technology and a widespread use of social media are amplifying this influence.
Multicultural consumers tend to retain cultural and culinary traditions and use digital media to research, create and share information among their personal networks, in their community and beyond. “For more than 5 years, Rumba has delivered the essential meat case products for our consumers’ most treasured meals,” says Rumba meats Associate Brand Manager David Bisek. “This year, we are taking our promotional efforts to the next level to now provide an exciting platform for cultural exchange and personal influence.”
The promotion runs through May 2013 and is featured on specially marked Rumba beef and pork packages across the U.S. To participate, consumers submit their favorite recipe featuring a Rumba beef or pork product either at www.rumbameats.com or on Facebook at www.facebook.com/RumbaMeats. A winner will be selected each month by a panel of qualified judges supervised by an experienced culinary professional. The monthly winner will receive a $500.00 Visa gift card and have their recipe featured on www.rumbameats.com.
Along with on-pack messaging, the “Recipe of the Month” promotion is supported with bilingual banner ads, social media and monthly e-mail blasts to Rumba meats shoppers.