Rumba – Spice Up the Holidays

Rumba – Spice Up the Holidays

Challenge

While traditional dishes made with specialty cuts of meat hold a special place in the hearts and kitchens of African American, Hispanic and Asian families, these diverse consumers were not aware that they could buy Cargill’s Rumba® Meats packed-fresh, never-frozen beef and pork specialty meat cuts in mainstream grocery stores, without having to make a special trip to the meat market.

 

Insight

Each culture has foods that only a family recipe can deliver – foods that connect the family to its culture and traditions.  It’s not just the flavor; it’s the memories that accompany the family recipes that are passed down through generations.

 

Solution

For Rumba’s Spice Up The Holidays promotion, we created a recipe photo contest for a chance to win $5,000. Through a dedicated contest tool, users posted photos of Rumba Meats holiday recipes, which were displayed on a Facebook tab so that friends, family, and the community at large could vote for their favorite photos/dishes. On-pack labels featured contest information. Rumba partnered with McCormick® spices to offer up to $3 in instant savings via a secondary label coupon. Online support included ads and promoted posts on Facebook and Pinterest.  We also conducted outreach to food bloggers.

 

Results

Food bloggers promoted the contest extensively in their respective social networks. Rumba desktop traffic and mobile activity increased, primarily from states with large Latino and African American populations.  Fan growth doubled during Spice Up The Holidays. Rumba content engaged diverse consumers and broke through the clutter during a very competitive season, producing sales increases.