d expósito & Partners helps Kozy Shack support new product launches.

d expósito & Partners announces their partnership with Kozy Shack to break two campaigns. The first launch is for a new brand of Latino-targeted, refrigerated desserts under the moniker Kozy Shack La Tradicional. The second is for a general-market initiative for a new breakfast cereal, called Kozy Shack Ready Grains.

“We began working with d expósito & Partners on the La Tradicional Hispanic launch, and we were so pleased with their work that we tapped them for Ready Grains general market advertising”, says Kozy Shack CEO Bob Striano.

“We wanted to grow our business with Latinos, and we knew we had great tasting products they love,” says Mr. Striano. “The challenge would be convincing Latinos that a brand called Kozy Shack makes an arroz con leche that could beat a local, mom-n-pop brand with an authentic-sounding name. So we thought about our product and the fact that it’s made with only natural ingredients and the same traditional methods, and the rest is history.” The Hispanic campaign will include radio, online, retail sampling and event marketing, including a presence at last month’s Calle 8 festival in Miami.

“Once we tasted the product we knew we could drive sales in the total U.S. market”, says d expósito & Partners Client Director Louis Maldonado. “We knew that once people were aware of the product they’d buy it. And having another general-market assignment reinforces our positioning as the New American Agency.” The campaign includes television, radio and online.

These are Kozy Shack’s first efforts with d expósito & Partners and their first Hispanic initiative, duties include Hispanic and general market creative, media and experiential.