Agency develops digital, social-media and shopper-marketing programs for Cargill’s Rumba Meats brand “Foods of the Soul®”
Culture-inspired agency MarketVision has been tapped to handle total-market digital, social and shopper-marketing promotions for Cargill’s Rumba® meats brand. The agency’s initiatives target a diverse consumer base for Rumba’s fresh, never frozen beef and pork specialty meat cuts available in mainstream grocery stores.
“Not only are we thrilled to have Cargill’s Rumba join our client roster, we are particularly pleased that they value the importance of focusing on the cultural insight behind shopper behavior,” said Frenchie Guajardo, Executive Vice President, Shopper & Digital Marketing for the San Antonio-based multicultural agency. “They embrace diversity and have allowed us to be very creative in demonstrating the impact of culture along the path to purchase.”
MarketVision already has designed and executed digital, social and retail programs for Hispanic Heritage Month and Holiday for Rumba. Elements have included Rumbameats.com website enhancements; a Facebook page featuring recipes, photo contests and cooking tips; a Pinterest page and a Twitter feed. The agency also has created a sales e-newsletter and has initiated active food blogger outreach. In February, the agency will launch Rumba’s Black History Month promotion.
“Rumba’s new branding platform is ‘Keep Your Traditions Fresh,’” said David Bisek, Rumba Beef Associate Brand Manager. “Since joining the Rumba team, MarketVision has hit the ground running, developing inventive culture-based work that has brought our platform to life, helping us increase consumer engagement and align our brand with a diverse social-media-savvy consumer’s desire to create culture-based food traditions.”
MarketVision collaborates on the Rumba work with agency partner SWEB Development, a full-service digital agency offering creative digital strategies, graphic design, and development for web, mobile, and social.