Sugar Brands Break Latino Effort

DALLAS Imperial Sugar Co. launches a new marketing campaign today that targets its growing Hispanic customer base, the client said.

Recognizing Hispanics as the fastest-growing segment of the U.S. population, Imperial’s new effort will be introduced in Texas and the Southeast under the client’s Imperial Sugar and Dixie Crystals brands.

The first phase features new package designs with recipes on the side panels of the products. Recipes will be written in both English and Spanish for a variety of traditional dishes calling for Imperial Sugar.