"Congratulations! We would like to offer alPunto Advertising the opportunity to be the California Beef Council’s Hispanic marketing agency for 2015. Your proposal was very progressive and we like the new creative direction and ideas it presents to move our Hispanic marketing campaign into the next era." Christine V., California Beef Council.
The California Beef Council tapped alPunto Advertising to continue their Latino Outreach Program, as it needs to bring its healthy message to Hispanics living in the state of California. After four years with the same agency and a 12 month review process, the California Beef Council selected alPunto Advertising as its new Agency of Record for the next three years. The program presented by alPunto shows an evolution from past efforts, adding a new emotional aspect to Latinos and beef, and brining in new outreach additions and a more focused effort on increasing sales from the Latino consumer. The new 2015 program includes TV, radio, digital, Social Media, PR, events, demos and strategic partnerships with key food retailers as well as Curacao and Tortillas Guerrero. KLVE morning DJ Argelia Atilano was selected as the spokesperson for the California Beef Council Hispanic program.
Industry:Trade Organization, Food Marketing
Services:Research, Strategic Planning, Media, Demos, Social Media, PR
Challenge:To educate and inform Latinos on the nutritional value of a diet with beef. To increase beef sales versus YAG while maintaining a positive image of beef.
Solution:A 360 degrees campaign that includes editorial clips for television and radio campaign for broad awareness. Created an in-store program that included demos, coupon and collateral distribution, signage and radio remotes during summer. A digital campaign that included display for awareness and social media for engagement and education.
A fully thought-out strategic plan delivering:
• A focused approach to key retailers
• A recognized and respected face and voice (Argelia Atilano)
• New creative tapping our consumer’s emotional connection to beef