Mar
24
Nissan, Subway, Post Foods Join Hispanic Campaign
Posted in: Uncategorized
Marketers who are reaping outsize rewards from U.S. Hispanic consumers are helping Univision spread the word. In an ad campaign breaking March 24, Nissan, Subway and Post Foods’ Honey Bunches of Oats tout these achievements: Hispanics bought 30% of Nissan Sentras in 2013. And 100% of the Post cereal brand’s growth is from Hispanics.
The claims may seem startling. But that’s the point. Univision did research to understand why some marketers don’t make the Hispanic market a strategic priority, and what’s holding them back. Cynthia Ashworth, Univision Communications’ SVP, innovation marketing, said three big ideas emerged: Those marketers didn’t understand the Hispanic market, or the effectiveness of advertising in Spanish, or Univision.
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