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A beverage brand looking to tap into the Hispanic market found success by focusing on where many in the demo do their shopping: Independent grocery stores.
Tampico's campaign in Las Vegas has produced a 62.4 percent year-to-date sales spike in that market, said Jennifer Pollack, domestic marketing director for the Chicago-based juice brand.
The effort, which began in March and ends June 30, has targeted Hispanic moms and children who frequent independent grocery stores.
The campaign is a multimedia effort, including daily Spanish-language radio spots, billboards, print inserts in the local edition of El Tiempo, weekly store events and branded 'festival' vans that visited retailers with Tampico-centric games and giveaways.
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