Albertson’s customized Quinceañera Program.
July 14, 2006
Albertsons announced the launch of a customized Quinceañera Program, an innovative initiative designed to help the grocery chain’s Latino customers plan and celebrate their daughter’s 15th birthday as the rite of passage into womanhood.
The brand-new Albertsons Quinceañera Program was developed by Albertsons’ Hispanic ad and PR agency of record, Los Angeles-based Acento, matching an understanding of the importance of this rich, cultural tradition within the Latino community and the client’s bakery, flower, and party planning department capabilities.
“We wanted to help support Latino families preparing for this traditional celebration,” stated John Harb, Abertsons’ Director of Ethnic Marketing. “The Quinceañera Program provides a product that not only connects with our Latino customers but also meets their needs.”
The tailor-made, year-round, bilingual program positions Albertsons as the Quinceañera celebration destination through an innovative mix including the first online, bilingual Quinceañera party planning website aimed at young girls and their families, www.MyQParty.com, extensive grassroots efforts, and broadcast and print support.
“The Quinceañera program reinforces Albertsons’ commitment to Latinas and shows they understand the nuances of helping fulfill the needs of this community,” stated Benito Martinez-Creel, Acento’s president and CEO.
