Don Gilberto @ Acento.

Don Gilberto selected Los Angeles-based integrated marketing communications agency Acento to introduce its lunch meat products to the Hispanic consumer market with the launch of a Spanish-language advertising campaign.

“Don Gilberto is the first brand of lunch meats and hot dogs exclusively created for and marketed to the U.S. Hispanic Consumer,” states Don Gilberto’s President/CEO Gilbert de Cárdenas. “Acento is the right partner to help increase our presence and sales in the Hispanic market. Many agencies claim to understand Latinos, but Acento is very much in-tune with this market, and I know they deliver results.”

“Don Gilberto has the potential to explode in the Hispanic market,” Said Benito Martínez-Creel, President/CEO of Acento. “Gilbert de Cárdenas has the vision and the know-how to fill the void that existed in the cold meats category for a nutritious line of products created specifically for the Latino community.”

Don Gilberto lunch meats were developed with the Latino consumer in mind. Extensive consumer research was conducted for the taste formulation, resulting in lunch meats with ingredients and spices that fit the Hispanic taste profile. Also, to better suit the Hispanic consumer, product packaging includes bi-lingual labels and nutrition information.

Acento coordinated the development of name, logo and package and will provide Don Gilberto with full-service advertising, including: research; creative strategy, development, and production; and media planning and placement.

The advertising campaign starts the first week in September with a combination of TV spots and out-of-home creative in 10 key Hispanic markets, among them: Los Angeles, San Francisco, Dallas, and Las Vegas.