Nestle La Lechera and Pati Jinich Inspire Latina Moms to Create Recipes
Meghan Young — January 21, 2015 — Marketing
References: prnewswire
Latina moms are being targeted by Nestle and Mexican Chef Pati Jinich in order to appeal to their bicultural lifestyles as well as their desire to create more recipes geared towards everyday happiness. A unique campaign, Latina moms are invited to tune in every month until July 2015 to learn a new dish from the lauded chef. Jinich will also be sharing the inspiration behind the delicious creations, introducing a stronger emotional tie to the campaign.
Since Latina moms hold a deep belief in family, this campaign is incredibly clever. Priscila Stanton, Marketing Manager for La Lechera at Nestlé USA, says, "We're delighted to collaborate with Pati Jinich who not only brings incredible recipes to the table, but is able to personally connect with our consumers, most of whom, like her, are bicultural Latinas living in the U.S. Pati embodies our existing campaign which is anchored on the insight that Latina moms in the U.S. take cues from their Hispanic heritage and American lifestyles in order to create new traditions and experiences that will ensure a happy childhood for their children."
Since Latina moms hold a deep belief in family, this campaign is incredibly clever. Priscila Stanton, Marketing Manager for La Lechera at Nestlé USA, says, "We're delighted to collaborate with Pati Jinich who not only brings incredible recipes to the table, but is able to personally connect with our consumers, most of whom, like her, are bicultural Latinas living in the U.S. Pati embodies our existing campaign which is anchored on the insight that Latina moms in the U.S. take cues from their Hispanic heritage and American lifestyles in order to create new traditions and experiences that will ensure a happy childhood for their children."
Trend Themes
1. Bicultural Lifestyles - Targeting Latina moms with bicultural lifestyles presents an opportunity for innovative campaigns that bridge the gap between Hispanic heritage and American influence.
2. Emotional Connection - Creating campaigns that establish stronger emotional ties can be a disruptive innovation opportunity, as it engages Latina moms on a deeper level.
3. Everyday Happiness - Developing campaigns that emphasize the concept of everyday happiness can be a powerful tool in appealing to Latina moms and their desire to create new traditions.
Industry Implications
1. Food and Beverage - The food and beverage industry can tap into the bicultural lifestyles of Latina moms by offering innovative products and recipes that blend Hispanic and American influences.
2. Marketing and Advertising - Creating emotionally-driven marketing campaigns targeted towards Latina moms presents an opportunity for the marketing and advertising industry to disrupt traditional approaches.
3. Parenting and Family - The parenting and family industry can explore the concept of everyday happiness to develop disruptive innovations that cater to the needs and desires of Latina moms.
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