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Bestfoods Taps Into Hispanic Market
Irvine-based Mendoza, Dillon & Asociados Inc. hopes to help client Unilever Group's Bestfoods tap into the growing U.S. Hispanic market.
The shop recently launched a new Spanish-language TV campaign for Bestfood's Ragu spaghetti sauce. It's the first time Ragu has done Hispanic ads in the U.S, Mendoza, Dillon said.
The aim, according to the ad shop: to push "the appeal of Ragu sauces to the Latino taste with the theme Make them fall in love with Ragu."
The campaign includes 15- and 30-second commercials that are set to run with radio advertising, promotions, sweepstakes and instore marketing.
The spots were shot in Argentina and focus on a family that "falls in love" with Ragu, the shop said.
"Our new campaign captures the essence of the Hispanic mom, who demonstrates her love for her family through her cooking and feels proud when her loved ones truly enjoy it," said Claudia Trujillo, Ragu's brand manager.
The campaign is running throughout the year in four of the top U.S. Hispanic markets: Southern California, New York, Miami and Chicago.
Source: (C) 2004 Orange County Business Journal. via ProQuest Information and Learning Company; All Rights Reserved
May 11, 2004 10:15 AM | 1-855-ABOGADA | Abogadas de Inmigracion
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