FUD needed to keep the brand and key benefits top-of-mind with target segment. They also wanted to provide easy meal solutions to busy Hispanic moms.
First-generation Hispanic moms.
"I tend to follow the advice of people that I admire and respect. Key influencers are a good source for recipes and ideas".
Leverage DJs' popularity in specific markets to create a recipe section as a part of their radio shows. Record spots to sound live. Air a different recipe everyday.
Growth in specific designated market areas and key accounts.