Apr 1, 2004 12:00 PM

A longtime marketer to Hispanics, Knorr has recently begun reaching out to younger, more acculturated Latinos. The CPG company, a division of Unilever Bestfoods, signed on as corporate sponsor of Artisan's Dirty Dancing: Havana Nights.

The first 6,100 visitors to www.knorrsabor.com, a bilingual mini Web site created for the promotion, received $5 discount certificates to the movie.

“This was our first online campaign with Knorr and it exceeded our expectations, says Madruga. “We had 16,800 views on the mini site 3,400 views on the recipe pages and 8,900 hits on the registration page throughout the four-week promotion.”

The sweeps, handled by MASS Promotions, also included radio tags, bilingual magazine ads, Internet ads and in-store signage.

“We believe the time is ripe also to begin targeting second- and third-generation Latinos more aggressively,” points out Eddie Lindley, Knorr Brand Manager, U.S. Hispanic Market.

A full-fledged Hispanic Web site launches in June, featuring recipes, cooking tips and bilingual information about the brand's Latin products.

“We are featuring promotions that are integrated for both sectors,” says Lindley. “We need to make sure that those people that were born in ‘Knorr households’ can carry the brand with them.”

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