Hormel Hispanic
The Challenge
Hormel saw an opportunity to increase sales with Latino consumers and wanted to test a campaign in Los Angeles with popular brands including Herdez Salsa, SPAM and Hormel Meat products.
Insight
Both the acculturated and non-acculturated Hispanic women in Los Angeles are increasingly non-affected by traditional advertising.  They are, however, greatly loyal to local radio, keenly interested in local entertainment and passionate about television Novelas.
The CRN Solution
CRN teamed up with Univison radio and television to create an integrated campaign for both Latino consumers and retailers.  CRN created a daily Hormel sponsored program highlighting local entertainment and updates from TVs Novelas. To generate more buzz, listeners were given an opportunity to win a trip to view the filming of a Novela episode.  Special offers and recipes were featured on campaign website with a weekly e-mail blast to loyal listeners.  Integrated brand and retailer spots were produced in exchange for retail features and displays.
The Result
The campaign delivered 100% participation from targeted retailers driving dramatic sales increases of Hormel and Herdez brands.
Hormel Hispanic sample