If content to advertise on doesn't exist, create it! That's the premise of so many Latino awards shows these days: create content and advertisers will flock to advertise on it. Unilever has been looking for some food-related programming on Spanish language TV, and since they were unsuccessful at finding it, they are creating it themselves:
Food manufacturer Unilever hopes to capitalise on a lack of food programmes on US Spanish-language television by launching a cross-platform marketing initiative including a programme on TV network Univision.
Packaged under the Desafio del Sabor (The Flavour Challenge) brand, the push will combine consumer competitions, storefront events and a nationally televised cook-off on Univision.
Ricardo Martinez, Unilever's director of multicultural marketing, said: "The programme taps into the Latin conviction that they have the best sazon (seasoning) or sabor (flavour)."
Martinez also said Hispanics spend almost twice as much time preparing home-cooked meals as non-Latinos, which could be why Unilever is increasing its Hispanic advertising and promotions budget by 47% this year.
That last piece of data is key. Lack of culinary programming points to a marketplace absence. Somebody better snatch up that spot soon or the advertisers themselves will own the whole thing. God knows that Food Network is raking in the dough, so we're sure the model works.
Via c21 Media