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. Tagline: "Encuentra tu sabor" ("Discover your flavor").
With other market roll-outs tentatively being planned, Pollack said that the campaign was the first fully integrated effort on a national level that the brand has done. "We wanted to see what works for us and what doesn't. What we've learned is that our consumers really get a lot out of the store events," she said.
While Tampico has purchased radio spots for jingles, it's also been sponsoring events at targeted mom-and-pop stores-from which the stations' disc jockeys have broadcasted live. The DJ appearances, on Fridays and Saturdays, have involved designated product booths at the front of the stores.
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