Unilever Bestfoods Launches Spanish-Language Ad Campaign for Ragu Sauce

Strategic Insights -

Unilever Bestfoods' Ragu Sauce has taken a bold step into the growing Hispanic market with its first-ever Spanish-language television advertising campaign in the United States. The campaign, titled "Fall in Love with Ragu," aims to capture the essence of the Hispanic mom and her love for her family through cooking. The heartwarming ads, created by Mendoza Dillon and shot in Argentina, feature a family falling in love with Ragu sauces. The campaign is supported by integrated marketing activities, including radio advertising, promotions, sweepstakes, and in-store efforts.

Key Takeaways:

  • The "Fall in Love with Ragu" campaign is the first Spanish-language advertising campaign for Ragu Sauce in the U.S.
  • The campaign targets the growing Hispanic market and aims to capture the essence of the Hispanic mom and her love for her family through cooking.
  • The ads, created by Mendoza Dillon and shot in Argentina, feature a family falling in love with Ragu sauces.
  • The campaign includes integrated marketing activities such as radio advertising, promotions, sweepstakes, and in-store efforts.
  • Claudia Trujillo, Brand Manager for Ragu, stated that the campaign captures the essence of the Hispanic mom and her love for her family through cooking.
  • The campaign launched last month in four of the top U.S. Hispanic markets and is scheduled to run throughout the year.
  • Ragu(R) presents many opportunities to "fall in love" with its sauces, with its many varieties, including Old World Style(R), Chunky Gardenstyle(R), Robusto(R), Cheese Creations!(R), and Rich & Meaty(R).
  • As America's favorite pasta sauce, Ragu(R) goes great with many recipes and eating occasions.
  • For delicious Ragu(R) recipes, visit http://www.eat.com/.
  • Unilever is one of the world's largest consumer product companies with annual sales of approximately $47 billion in 2002.
  • Unilever operates in around 100 countries around the globe and employs approximately 250,000 people.

Statistics:

  • The "Fall in Love with Ragu" campaign launched in four of the top U.S. Hispanic markets.
  • The campaign is scheduled to run throughout the year.
  • Ragu(R) has many varieties, including Old World Style(R), Chunky Gardenstyle(R), Robusto(R), Cheese Creations!(R), and Rich & Meaty(R).
  • As America's favorite pasta sauce, Ragu(R) goes great with many recipes and eating occasions.
  • Unilever has annual sales of approximately $47 billion in 2002.
  • Unilever operates in around 100 countries around the globe and employs approximately 250,000 people.
  • In the United States, Unilever sales were approximately $12 billion in 2002.
  • Unilever employs approximately 15,225 people in the United States and has 59 offices and manufacturing sites in 21 states.

Sources:

  • PRNewswire, "Unilever Bestfoods' Ragu Sauce Launches Spanish-Language Television Advertising Campaign in the U.S." (March 2)
  • Unilever website, "About Us"
  • Unilever website, "Our Brands"