Nestlé’s Stouffer’s Reaching Out To Hispanic Women.

For the first time in its 48-year history the Stouffer’s brand is reaching out to the Hispanic community through a strategic, Spanish-language integrated marketing campaign. The campaign, created by Publicis Sanchez & Levitan includes original Spanish language television advertisements featuring the Stouffer’s Family Style Recipes lasagna, outdoor boards in Spanish, product sampling at retailers that reach Hispanic consumers and substantial involvement in events such as La Feria de la Mujer in Miami and La Fiesta Broadway in Los Angeles.

“The Hispanic market is very important to the growth of the Stouffer’s brand in the present and the future,” said Jeff Boutelle, Marketing Director, Nestlé USA Prepared Foods Division. He added that “Stouffer’s offers the busy Hispanic woman the opportunity to spend more time with her family by preparing –in just minutes–nutritious and delicious Stouffer’s foods that are as good as homemade.”

By reaching out to Hispanic women aged 18-44, the Stouffer’s brand is recognizing the changing face of America and addressing the unique challenges confronting today’s over-burdened Hispanic woman. According to Yankelovich Hispanic Monitor “Hispanic women are being called upon to not only raise and nurture families but also to support them in other ways. Eighty-five percent of Hispanics agree that women have as much responsibility to support a family as men do, which implies that acceptance of working mothers is on the rise.”

Initial primary research revealed that most Hispanics have purchased a frozen meal at least once in the past. However, they do not purchase very often despite their need for quality meals that are easy to prepare a need similar to that of the general market. Research also revealed that awareness of any frozen dinner brand is very low. Stouffer’s marketing experts immediately saw the opportunity to build the brand among the Spanish-dominant and bilingual Hispanic market. The Stouffer’s team also understood the need to generate primary awareness and educate consumers on why Stouffer’s frozen meals are a good purchase for the quality-conscious Hispanic woman who is seeking to provide her family a meal as good as one she prepared herself.

A key message of the Hispanic campaign is that Stouffer’s brand heritage and experience in producing good food provides Hispanic consumers with the reassurance that Stouffer’s product quality comes closest to homemade. “With today’s busy lifestyle, our goal is to provide Hispanic families with convenient mealtime choices that have the same taste and goodness as a home-cooked meal,” continued Jeff Boutelle. He added that Stouffer’s frozen entrées and side dishes reflect many of the current taste trends among Hispanics such as Lasagna with Meat & Sauce, Meatloaf in Gravy, Macaroni & Cheese, and Stuffed Peppers with Beef in Tomato Sauce Grassroots Hispanic Program

A variety of studies show that most Hispanics are not likely to buy an unfamiliar brand. In recognition of the need to familiarize Hispanics with the frozen prepared foods category and especially with Stouffer’s quality products, bilingual Stouffer’s representatives will head out to local supermarket chains in Hispanic neighborhoods in June to educate consumers and to sample Stouffer’s lasagna, which has been shown to be popular with Hispanics. The lasagna is made with such natural ingredients as three types of cheese (mozzarella, cottage and Parmesan), meat and sauce. Hispanic consumers who try the lasagna will receive a $1.00 off coupon so they can introduce their families to the Stouffer’s taste that comes closest to homemade.