Sugar Campaign Targets Hispanics

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.

The second phase involves local Spanish-language radio personalities describing their personal cooking experiences with Imperial products on air. In several major markets, such as Texas, Georgia and Florida, the radio stations will hold favorite-recipe contests, in which the winning recipe will have the opportunity to be included on future Imperial Sugar and Dixie Crystal packages. Buford, Ga.-based The Varnson Group secured the personalities.

Based in Sugar Land, Texas, Imperial Sugar Co. processes and distributes sugar under the brand names of Imperial Sugar, Dixie Crystals, Pioneer Sugar, Holy Sugar, Spreckels Sugar, and Wholesome Sweeteners, a line of organic sweeteners.