Loteria Maseca… Everybody Won!

Mendoza Dillon, the Hispanic Advertising Agency for Maseca, created an exciting and never-before-seen promotion in which every participant was assured to win: the Loteria Maseca.

During June and July, consumers participated in selected stores in California, Arizona, Washington, Nevada and Oregon, and they all won a prize: a branded container to store their Maseca corn masa flour, and a chance to win store certificates valued up to $1,000. The promotion consisted of playing the “Loteria Maseca”, a traditional game among Mexican consumers, where participants fill up a card with the right images, similar to the way Bingo is played in the United States.

“The promotion was very well received by the Hispanic community,” said Nanette Johnson, Diversified Communications Services Director at Mendoza Dillon. “The Loteria game is a cherished one, easy and fun to play. Knowing that everybody wins was even more rewarding for us and for the participants.”

The Loteria Maseca promotion inspired consumers from all participating states to write letters: “I’m very excited for participating. Thank you for this opportunity,” wrote Alba, from Nevada. “I already have about 30 stickers!”, said Rosalina, from California. “As a Salvadorian, I’m a frequent user of Maseca.”, commented Juana, from Washington.

The official winners of the cash prizes were: Erika Garibaldi, Jannesh Sulaiman and Martha Gonzalez from Arizona; Leticia Salguero, Adalina Nova and Juan Lavriano from Nevada; Marta Morales, Saida Sandoval and Mario Estrada from California; Catalina Ceja fron Oregon and Aurora Virrueta from Washington.

“The excitement created by this promotion indicates that consumers are willing to participate in events related with Hispanic traditions and want to share their brand experiences,” commented Alberto González, Brand Director for Azteca Milling L.P. “This fact reinforces our strongest customer relations marketing belief: to continue acknowledging and rewarding our loyal customers.”