OPPORTUNITY
SJPR’s research indicated that Hispanics index considerably lower than the general market in the consumption of frozen foods. This finding became a great opportunity to accomplish share growth in a mature and flat category.
Understanding the unique challenge in introducing its pre-cooked frozen food products to new Hispanic consumers was a cultural and culinary challenge (most Latinos prefer freshly prepared meals reflective of their culture); Gorton’s Inc. tapped SJPR to develop a program that would demonstrate the customizability of frozen seafood products and align them with Hispanic consumer culinary needs and desires.
STRATEGY
SJPR developed the social media driven Cocina, Bloguea y ¡Gana! (Cook, Blog and Win!) Recipe Challenge, which engaged the top eight most influential Latina food bloggers as brand ambassadors to create Latin-inspired dishes using Gorton’s Fish Fillets. Each blogger promoted her recipe via their social media channels and their respective followers. We developed a microsite to showcase the recipes and for food enthusiast to vote for their favorite dishes. Cash prizes were awarded to the 1st and 2nd place winners.
RESULTS
Our program resulted in a 27% increase of traffic to Gorton’s Spanish language website that we created to familiarize Spanish speaking consumers with Gorton’s products.
Total Number of Contest Votes 28,320
25,000 coupons for Gorton’s products to participating consumers
779 Social Media Posts featuring Gorton’s
Positive overall tone across all Social Media Channels
Media impressions: 854,909
