Sabados Alegres

Challenge: The client is a major grocery chain that has recognized the importance of the Hispanic market segment and is in need of a focused marketing strategy to increase incremental traffic at the store level. The strategy must define the segment's different cultural needs and convey the right message to Hispanic consumers. The client opts for addressing the challenge in-house and requests that Santa Fe Communications support its team.

Solution: Santa Fe Communications assigns dedicated resources to work with the client's team, reviewing strategies, developing promotional initiatives, and executing in-store programs. In addition, Santa Fe Communications utilizes its business relationships with specific brands to create support and raise funding for the client's Hispanic platforms.

Results: Within six weeks, the team develops a weekly in-store program that is executed by a Santa Fe Communications team. The program increases customer count to targeted Hispanic stores by an average of 15,000 customers per week. The program is successful and remains part of the client's Hispanic platform for two years. Six additional Hispanic programs with drive-to-retail components are developed and executed over a period of three and a half years.