Kraft Targeting Facebook Ads at Latina Moms
CPG giant employs ads during May to promote "Comida Kraft."
CPG giant employs ads during May to promote "Comida Kraft."
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.
Follow Christopher Heine on Twitter at @ChrisClickZ.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article