Kroger Remixes 'Hispanic Heritage Month'
Kroger leveraged the observation of "National Hispanic Heritage Month" from Sept. 15 to Oct. 15 to unite two dozen brands for a digital "Sazon Remix" campaign.
Named for a spice blend common in Hispanic cooking, the effort centered on a bilingual promotional website operated by Brisbane, CA-based You Technology that each week delivered versions of dishes from different Latin American countries such as Peruvian fish ceviche and Chilean salmon ceviche. The recipes incorporated products from the retailer's Kroger and Simple Truth private labels and the campaign's CPG partners including Conagra Brands' Rosarita, Unilever's Hellmann's, McIlhenny Co.'s Tabasco and Ole Mexican Foods' La Banderita. The website also hosted digital coupons for the same brands.
The retailer enlisted Yvette Marquez-Sharpnack of the Muy Bueno Cookbook food blog to launch the campaign with a Facebook Live event on Sept. 15 at a Cincinnati Kroger store. Marketing support also included display ads on other blogs such as The Kitchn, email ads, carousel ads on chain home pages, and Facebook and Twitter updates.