Challenge
- Develop a consumer promotion that increases Hispanic market share and generates trial among key JMS brands
Insight
- Hispanics moms are seeking ways to enhance their child’s academic success in the unfamiliar U.S. educational system
Solution
- A multi-city, mobile tour provides mom with teachable moments necessary to help her feel confident that she can play an active role in her child’s education
- Chef instructed teachable moments demonstrate how to make JMS recipes while providing mom options on how to bring education into the kitchen
- Aspirational graduation scene with “cap and gown”
- Musical living room allowing children to practice their reading skills by singing along to popular Spanish children songs
- Delicious JMS food samples and FREE gear for school, inclusive of a backpack, school supplies and educational music CD
- Mobile tour executed in retailer parking lots and included incremental in-store displays with bilingual POS
Results
- Served as a foundation from which to build lasting relationships with consumers, retailers and community leaders, leading to demand to conduct again in FY2010
- Yielded an average ticket sale of $10 for FREE gear, based on review of consumer receipts
- Over 96,000 impressions, based on event traffic, and over 30,000 samples offered