The bicultural Latina Mom target may be familiar with ConAgra products, but unsure how they fit into her lifestyle/meals/meal prep. Fry’s target shopper didn’t believe Fry’s understand her as much culturally as did her other grocery options.
Latina Mom takes pride in preparing homemade, wholesome meals for her family, but she can’t always fit them into her American lifestyle. She feels guilty that time constraints and budget conflict with her ideal family mealtime.
MarketVision helped ConAgra and Fry’s create a joint platform to make both brands more relevant to bilingual/bicultural Latina moms. The platform “Little Effort — Lots of Love (hecho con amor)” recognized Latina Mom’s struggle to balance both Latino and American cultures.
ConAgra and Fry’s introduced her to new cooking products and methods, and ways to save time while on a budget. While English was the lead language, POS leveraged emotional triggers (images of Latina mom with kids and family) and incorporated Spanish copy that delivered a complementary – not translated – message. The program talked to Latina Mom in her home via direct mail and digital/mobile to drive her to the store with compelling purchase incentives that engaged her in a culturally relevant way.
The program generated strong awareness and consumers appreciated the marketing efforts, which helped boost perceptions of Fry’s and enabled consumers to create meals and make them their own. Stores experienced YOY growth during the test.