Comida Kraft is enhancing its already extensive reach and engagement with Latina moms with a new "Share Your Latin Flavor" initiative, which has a partnership with celebrity chef Alfredo Oropeza as a focal point.
Launching today, the initiative will encourage Latina women to share recipes and tips related to the cooking of their cultures by spotlighting Oropeza and employing all of Comida Kraft's media assets. Those include the cross-Kraft-brand Hispanic food platform's hub, ComidaKraft.com; its Facebook page; mobile; public relations; word-of-mouth marketing efforts, and its magazine (Comida y Familia). Plus, for the first time, Comida-focused advertising will air on Hispanic U.S. networks.
Now in its 10th year, Comida Kraft is already a top Spanish-language food-focused destination for Latina mothers, and has always focused on offering them "simple, delicious and relevant food ideas," says Katie Williams, senior director, consumer relations marketing for Kraft Foods. The new initiative is designed to "excite existing fans and attract new ones," she sums up.
"No matter how long they've been in the United States, Latina moms hold traditions close to their heart, and food is the most special way they share their culture with their children every day," adds Oropeza, Mexico's most well-known celebrity chef. (His daily show, "Al Sabor del Chef," airs in Latin American countries and on Galavision in the U.S.)
Each month from now through November, Comida Kraft will feature 10 new recipes from Oropeza, along with open-access, how-to videos and articles -- all available through the site (which currently pulls 320,000 visits per month on average), the Facebook page and Comida Kraft mobile.
Each new group of recipes will be themed, with themes to include "Everyday Latin flavor," "Best grilled Latin recipes," "Latin dishes that your kids will love," "Dishes to remember your country with love," "Latin recipes that are better-for-you" and "Latin dishes to impress" (the last theme encompasses holiday/special occasion meals). The array of recipes was chosen both to appropriately incorporate some 30 participating Kraft food brands over the course of the campaign, and to be inclusive of the many different Latina heritages, Williams tells Marketing Daily.
Also throughout 2011, Latina moms will be given multiplatform opportunities to interact with Comida Kraft, Oropeza and one another. The chef will host live video chats (participants can ask questions and share in real time), accessible through Facebook as well as the site.
Facebook visitors/fans (launched in April, the page currently has more than 34,000 fans) will be invited to upload photos, as well as share their own tips and opinions on recipes and topics to help shape Comida Kraft content. In addition, subscribers to the Kraft Mobile Club and Kraft Recipes by Email programs will have free access to additional recipes and videos through November.
Related content also will be featured in the quarterly Comida y Familia Magazine -- the U.S.'s largest-circulation Spanish-language, ABC-audited magazine (585,000 rate base), according to Kraft. The magazine is free to recipients, but served only to consumers who have opted in and have been qualified as highly engaged in terms of their interest in Hispanic food content, explains Williams.
Further, using TV for the first time, Comida Kraft has created a different spot for each of its recipe themes. These will be aired on Galavision, Univision, Telefutura and Telemundo. Each ad will spotlight a "hero" recipe that employs Kraft products.
"Kraft is very committed to serving Hispanic consumers, and Comida Kraft is certainly a core platform within our marketing strategy," says Williams. "So we're very excited about our partnership with Chef Oropeza and this 360-degree use of Comida Kraft's assets."