Adelante Hispanic Marketing Hispanic AOR For Lowes Foods.

Adelante Hispanic Marketing was recently selected as the Hispanic agency of record for Lowes Foods. Lowes Foods, a major supermarket chain with 105 stores in North Carolina and Virginia, has launched a print campaign targeted to Hispanics in select North Carolina regions. A rollout to other markets is anticipated in 2003. The campaign is brand focused and emphasizes the value and freshness of the Lowes Foods product. A new tagline — “Especialmente para ti” — will be unveiled with the first ad scheduled for November publication.

North Carolina is one of the fastest growing regions in the country for the U.S.-Hispanic population, and several Lowes Foods stores are located within Hispanic communities. Reaching out to these consumers communicates Lowes Foods’ genuine interest in their business, and welcoming the Hispanic customer’s patronage is one of Lowes Foods’ primary goals in 2003. “Our stores are an integral part of each community in which they are located. Connecting with our customers is paramount, and we want to embrace these families and speak to them in their own language,” says Terry Moore, director of marketing and electronic commerce for Lowes Foods. “The attributes of the Hispanic culture resonate strongly with our philosophy of supplying everything needed to bring the family together at mealtime. Finding an advertising agency that demonstrated both sensitivity in marketing to Hispanics, and solid branding and advertising expertise was imperative to Lowes. Adelante Hispanic Marketing and its ability to transcreate the advertising message and not merely translate the language really demonstrated to us that it has its fingers on the pulse of the Hispanic community.”

“Our goal is to position Lowes Foods as the supermarket of choice for the Hispanic family,” says Chrysanthe Georges, president and founder of Adelante Hispanic Marketing. “Our expertise lies not only in knowing this segment, but also in understanding the levels of acculturation of each subsegment, and knowing the emotional hot buttons that attract interest and secure brand loyalty.”