Kraft Foods yesterday announced a Facebook campaign for its five-year-old "Comida Kraft" initiative, aimed at Latina moms. ("Comida" translates to "food.") The effort is anchored to a Spanish-language brand page on the social site that went live April 1 and has picked up nearly 3,000 fans. From now until May 31, people who join the Comida Kraft fan page will be entered to win a family vacation worth $10,000.
Valerie Moens, spokesperson for the Northfield, IL-based company, said the brand is running Facebook ads targeting Spanish-speaking women in the U.S. based on Facebook profile attributes. The ad copy (pictured right) pushes the sweepstakes, while click-throughs lead to the Comida Kraft fan page.
Moens said the ads first began appearing on May 10 and will continue until the end of the month. The spokesperson said the foods conglomerate aims to use the Facebook page to interact with the demographic about breakfast, lunch, dinner, and dessert recipes.
"[It] allows us to engage in a dialogue with Latina moms and strengthen engagement, trust, and loyalty," she said. "This participatory culture also enables us to seek...input to continue to develop relevant ideas for Latina moms."
Digital agency 360i is managing the Facebook page for Kraft. "We have a dedicated team managing the Facebook Kraft Comida account," Moens explained. "The team includes representatives from [360i], as well as social media experts from our consumer relations department."
Outside the Facebook.com ads, Kraft will push the fan page initiative through in-house properties like Comida y Familia magazine, ComidaKraft.com, and via the "Recetas Kraft por E-mail" e-mail newsletter. New York-based agency Meredith Integrated Marketing continues to run the larger "Comida Kraft" effort.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014