UNILEVER: Unleashing the Chef in Latinas.

A monumental public relations effort to kick off a wide-ranging Univision-led promotion to reach Hispanic consumers was launched in Miami by food giant Unilever.

Involving over 100 chefs who paraded the streets of the Sun Capital and added intrigue by showing up unexpectedly at heavy-traffic intersections and shopping malls, Unilever set off its ingenious p.r. stint titled “Suelta el Chef que llevas dentro!” (Unleash the Chef in you!).

The guerrilla p.r. effort was intended to set up the stage for “Desafio del Sabor”, (The Taste Challenge), an innovative promotion designed with Univision involving cooking competitions in which regular consumers contribute their recipes using at least one Unilever brand. Winners can win up to $10,000.00 and an appearance on television. The promotion sets aside Unilever monetary contributions to charities and scholarships to a culinary school. The “Desafio” promotion will air live on several Univision stations and sister networks throughout 2006.

At a press conference in Coral Gables, Ricardo A. Martinez, Unilever’s Multicultural Marketing Director, said “Unilever will increase its Hispanic advertising and promotions budget by 47% this year”.

The Unilever “Unleashing the Chef” public relations effort was created and handled by CMS/Partners, the new independent ad marketing shop created in 2005 by Fernando Fernandez and Gloria Constanza, formerly of The Bravo Group. The “Desafio del Sabor” promotion is being handled by Unilever’s promotions shop MAS, out of Miami, with a strong presence at the Calle Ocho festivities.

Among the Unilever brands participating in the new initiative are Hellmann’s, Ragú, Knorr, Lipton Tea, Lawry’s Barbecue Sauce, Wishbone Salad Dressing, Lipton Sides, Shedd’s Spread Country Crock, Lipton Noodle Soup and Skippy Peanut Butter.