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Cargill reaches cellphone-toting Hispanics with on-pack holiday promo



With holidays approaching, Cargill launches its first Rumba brand on-pack promotion, "Warmth of Home" or "Calor de Hogar." The program reaches Hispanic consumers during the holiday season when specialty meat consumption is at its highest, as is consumers' desire for savings. The national bi-lingual promotion runs Oct. 25, 2010, through Jan. 15, 2011, in stores nationwide and gives consumers the chance to win more than 100 cash prizes just in time for the holidays.


Beyond seasonality-based Rumba meats trends, "Warmth of Home" leverages insights from a Scarborough "Hispanic Internet User" study and a separate 2009 study called "Hispanic Shopper + Retailer Study." The studies show higher-than-average cell phone use, including texting, among Hispanics and a 78-percent participation rate in price promotions among Spanish-speaking consumers. During the promotion, specially marked Rumba packages include peel-off labels, each of which includes a unique keyword that must be texted for chances to win prizes ranging from $500 to $5,000 in cash.


Consumers can also visit for other ways to enter to win a prize. In addition, select packages also include a $1 off coupon. The promotion is backed by in-store demonstrations and market-level radio advertising support.


"The Rumba product team is excited about the brand's new holiday promotion and being able to work closely with our retail partners to bring timely and relevant marketing programs that help drive increased sales," said Rumba brand manager Meredith McGowan. "We are dedicated to ensuring that the brand meets the needs of today's multicultural consumers so that our customers are able to provide the right product solutions that help optimize sales for these targets."


The holiday season marks a significant time for consumers to purchase Rumba case-ready fresh meats, as the specialty cuts are commonly used in many culturally relevant traditional holiday meals. Developed specifically with the tastes and preferences of multicultural consumers in mind, the Rumba product line consists of 33 fresh, never frozen beef and pork specialty meat cuts that are conveniently available in mainstream groceries. The convenient grab-and-go, easy-open packaging makes the Rumba brand consumers' ideal choice for preparing favorite traditional holiday meals.


Source: Cargill

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