Latino Insights Fuel Meal Innovation
Utilize Hispanic insights to create and promote a new meal occasion with total-market crossover appeal and innovative Latino-inspired recipes.
MarketVision tapped into cultural insights and developed two Mondelez programs to reach bicultural millennial moms: “Turn Up the Yum!” and “Let’s Merienda!” The result was a new Latino-inspired meal occasion that both connected Nabisco brands with millennial Latina moms and provided a rich cultural experience for everyone.
Inspiring Meal-Occasion Inspiration
To help Nabisco grow its brands with Latinos, MarketVision talked to bilingual Latina moms about family snack occasions. They told us about their fond childhood memories of meriendas, and spending quality time with their own moms preparing snacks together. These bicultural millennial moms want to blend the best of Latino and U.S. cultures into their lives, but they’re pressed for time. And, they want to be in the know about new products and recipes so they can share the best of them with their families.
We incorporated the merienda concept into the “Turn Up the Yum” (Spring/Día de los Niños) program featuring key recipes for kids, and “Let’s Merienda” (Hispanic Heritage Month) programs.
Each gave snack time a Latino focus with easy-to-prepare Latino-inspired recipes made with family-favorite Nabisco cookies and crackers. Latina influencers, in-store displays, bilingual Mondelez Pinterest boards and targeted direct mail helped bring the programs to life.
MarketVision helped Nabisco recreate the merienda tradition for today’s time-starved Latina Mom, and in the process, introduced a new audience to this late-afternoon mini-meal occasion.
How We Did It
MarketVision developed the creative platform and all design elements, including in-store and digital promotions, and oversaw production of all components of the programs. We worked with Mondelez Kitchens to select recipes that closely aligned with the Latino palate. For “Let’s Merienda,” we secured Mexico native and celebrity chef Pati Jinich, host of PBS’ “Pati’s Mexican Table,” and collaborated with her for creation of recipes, videos and other content for social/digital platforms.
Social media was a major program component. We engaged with bloggers and other social influencers from the We All Grow Latina influencer network; they created their own Nabisco recipes and original Pinterest boards, and amplified Mondelez’ Share the Tradition Pinterest boards and posts on Facebook and Instagram. MarketVision also wrote all copy and developed graphics and photos for Mondelez pins and posts.
Work Results
59
social influencers and a celebrity chef created and shared content for Mondelez brands, developing over 75 new recipes
Pinterest engagement rates
for Turn Up the Yum! (TUTY) out-performed two previous Mondelez efforts even with a lower spend, and impressions far exceeded historical performance
9.9 M
Overall social reach
