Cargill is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers, a segment of the US population that enjoys and values traditional ethnic food. The US Hispanic population is one of the fastest growing, approaching 20% of the nation’s total and possessing estimated purchasing power of $1.7 trillion by 2017.
“We reviewed our existing Rumba positioning, compared it with our recently conducted consumer research and concluded that we needed to connect better with Hispanic consumers that represent the majority of Rumba purchasers,” said Carolina Tabares, senior brand manager for Rumba Meats®. “Previously positioned as a multicultural product line, Rumba was trying to be too many things to too many consumer segments. We learned that Hispanic consumers are truly interested in a line of variety meats that allows them to enjoy traditional dishes by incorporating quality ingredients to create the eating experiences and flavors representative of their culture and heritage.”
Rumba’s marketing team explored numerous options, carefully selecting colors, images and words relevant to Hispanic consumers. Each element of Rumba’s new marketing effort – including its packaging, logo, point-of-sale materials, online advertising and tagline – was tested with consumers. Vibrant colors, such as red, blue, yellow and green hues that were selected for Rumba imagery, are common throughout Hispanic culture.
Cargill's Rumba Meats Evolves
Cargill is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers
November 16, 2016