Unilever announced a partnership with Soccer Marketing United (SUM) to become official sponsors of the Mexican National Team. Unilever is marking the beginning of the three-year sponsorship with the launch of the Tu Selección (Your Selection, in English) campaign, which shows how Unilever brands – Hellmann’s, Best Foods, Ragú, Knorr, Country Crock, Bertolli, Breyers, Popsicle y Degree MenÍ – help Hispanics celebrate their passion for fútbol at home with their favorite products.
Tu Selección is a marketing program anchored in soccer game viewing celebrations that will provide consumers with relevant recipes for the games, party hosting tips, soccer information and fun for the whole family. The campaign is grounded on the core insight that food, fútbol and family are three highly relevant passion points for Hispanics, and that they value activities that will bring all three together in celebration of their culture.
The campaign will merge two essential elements of Hispanic culture, food and fútbol, brings a fresh take on soccer game viewing celebrations at home. Tu Selección will engage the entire family with relevant tips and recipes for all members through existing social media channels, retail events, consumer at-home viewing parties and a webpage, www.TuSeleccion.com.
“Unilever is thrilled to tap into its brands to bring forth new experiences in Hispanic homes, especially during soccer game viewing parties” said Russel Lilly, Director of Multicultural Marketing at Unilever. “Our partnership with the Mexican National Team and creation of Tu Selección brings these moments to new heights through exclusive insider access, even bringing legendary players closer to their fans.”
Consumers equally enjoy the soccer game experience whether at the stadium or at home, as long as they are surrounded by family and friends. To help consumers celebrate and host their own viewing parties at home, the Unilever food brands developed twists on traditional Mexican recipes.
“Unilever is a fantastic partner and we’re excited that they will be expanding their partnership by increasing the number of brands associated with the sport of soccer,” said David Wright, Senior Vice President of Global Sponsorship, Soccer United Marketing. “This investment – across some of their biggest brands – provides an important platform for Unilever. We are looking forward to working together in the years to come.”
To kick-off the campaign, Unilever will host a special pre-game celebration event in conjunction with Mexico National Team’s important qualifying match against the USA today. Invitees will be able to learn more about Tu Selección, taste the recipes, and learn some party planning tips from professionals. Additionally, beginning in April, consumers will have the opportunity to enter a sweeps for the chance to win a grand prize trip with his/her family to one of the Mexican National Team’s games taking place in the continental U.S.