Cub Foods @ The San Jose Group.

Cub Foods has begun a new Hispanic marketing program and has selected The San Jose Group (SJG) as its first-ever Hispanic advertising and marketing agency of record.

“This new initiative represents a new season of growth for us in an increasingly competitive environment. We know that reaching the Hispanic segment will require research to truly understand the culture. Most importantly, we need to determine how Cub Foods stores fit into the lifestyle of the Hispanic shopper,” said Monica Schierbaum, director of retail advertising for Cub Foods.

Cub Foods’ initial Hispanic efforts will be concentrated in the Chicago and Denver markets. The programs will be driven by market research and brand development, and supported tactically by a fully integrated media mix.

“We are thrilled to have been chosen by Cub Foods,” said George L. San Jose, president and COO of The San Jose Group. “Hispanicconsumers typically shop at four or five stores each week, with superstores playing an important role within the ‘circuit.’ We look forward to creating a marketing strategy and distinct brand personality for Cub Foods that will attract a greater number of those shoppers to their locations.”