LatinWorks Tells Beech-Nut’s E-Story

DALLAS LatinWorks has created a Spanish-language Web site for Beech-Nut Naturals.

The independent Austin, Texas, shop is the Hispanic marketing agency of the baby food supplier and created ads for the client last year that are still running in Latino media.

“While we recognize a lot of Hispanic people do speak English, there are a number of people who prefer to get information in their native language,” said client senior product manager Earl Justice.

The site contains much of the same content about nutrition and Beech-Nut products that appears on the English site. The Latino version, however, incorporates the animated fruit characters that appear in the shop’s TV advertising.

“We felt coordinating the print and the broadcast advertising was integral,” said shop art director Keith Etter. “We were speaking to that market in a voice and wanted to continue that voice on the Internet.”

The client primarily sells its products on the East and West Coasts. California, New York and Florida are its key Latino markets, Justice said.

Neither Gerber nor Heinz, Beech-Nut’s primary competitors, has a Web site in Spanish.

St. Louis-based Beech-Nut spent $6 million on general-market advertising last year, according to TNS Media Intelligence/CMR. Spending on Hispanic media is undisclosed.