PACO has worked with Cargill’s Rumba Meats® and their marketing partner Signal Theory since 2018 in an effort to better tailor the brand’s outreach to the needs and desires of its Hispanic target market.
Working in partnership with Rumba Meats, we identified several avenues to help achieve our challenge objectives. These included:
1. Social media strategy and community management: PACO evaluated current practices and strategies, including the accuracy of all translations and transcreations from English to Spanish, in the following properties: owned channels such as the website, e-commerce platforms such as Amazon, digital media such as Google AdWords and YouTube Display, and Social Media (Instagram, Facebook and Pinterest). From there PACO worked to develop content strategy via a monthly editorial calendar to help incorporate relevant cultural cues for a predominantly Hispanic audience. PACO is also responsible for community management and seeking ways to insert the brand into relevant consumer conversations.
2. Translations & Transcreations: PACO worked with Signal Theory to not only translate copy but insert cultural context into creative executions. These efforts covered recipes on the brand website itself, promotional materials for Hispanic Heritage Month and the general grilling season, product descriptions on online consumer platforms and social media posts.
3. An innovation pipeline: PACO worked with Cargill and Signal Theory to help ideate around the next value-added products and need states for the Rumba Meats brand. A competitive audit, in-depth examination of emerging trends in flavors and food kits, and insights into how value-added meals work in a Latino context culminated with several recommendations for meal kits for the Rumba Meats consumer.
PACO’s efforts have resulted in a substantial increase in both overall impressions and active engagement with the Rumba Meats brand in social channels. More importantly, the brand exceeded their sales goals.