Nestlé USA has teamed with a Southern California grocery chain on a shopper marketing campaign and Hispanic community outreach program focused on preparing healthier, balanced family meals and snacks.
In the "Set the Table" campaign, running from April through December under Nestle USA’s El Mejor Nido ("The Best Nest") marketing platform, 41 Superior Grocers stores in the Los Angeles metro area will be blanketed with multi-brand displays and bilingual point-of-sale promotions driving trial, including leaflets with affordable meal solutions/recipes and coupons, freezer clings and in-store radio spots.
The leaflets invite consumers to visit the bilingual El Mejor Nido Web site, which features recipes made with Nestlé USA brand products, cooking videos, offers and links to the platform's Facebook, Pinterest and YouTube assets. Site visitors can register to receive e-newsletters offering more recipe/meal solutions ideas.
As part of the “Set the Table” program, 10 Boys & Girls Clubs chapters in the greater L.A. area will receive donations totaling $50,000 to help support their efforts to educate members on healthy eating habits.
In addition, Nestlé USA and Superior Grocers will sponsor dinner events at some of the clubs for hundreds of members and their families, during which "we’ll leverage the El Mejor Nido messaging to share tips about preparing balanced meals at home," reports Margie Bravo, multicultural marketing manager for Nestlé USA. Photos from the events will be featured on the platform's Facebook page.
Launched in 2011, El Mejor Nido is a multichannel communications platform that aims to "promote nutrition, health and wellness among U.S. Hispanics, while celebrating their cultural values," says Bravo. "Set the Table" is the latest of several programs implemented under the platform to date.
Nestlé USA has partnered with Superior Grocers on a variety of marketing programs over the years, according to Bravo. Nestlé USA has been supporting Boys & Girls Clubs of America for 15 years by encouraging employees to volunteer their time at local chapters and making monetary and product donations to various locations, and Superior is an active supporter of community youth programs and charities, she says.