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Maseca Offers Music, Cash to Its Shoppers
October 01, 2005
By Luis clemens
Grupo Maseca, the world's largest producer of tortilla corn flour and tortillas, is taking one of the most tired clichés of Hispanic advertising, Mariachi music, and remaking it into the touchstone of an experiential marketing campaign.
Between Sept. 17 and Oct. 23, a Mariachi trumpeter or guitarist sporting a green-and-gold outfit with a Maseca logo will spend one hour at each of 1,032 grocery stores in nine markets from Atlanta to Los Angeles. The musician will enter the store and serenade shoppers.
"El Mariachero," a made-up and trademarked term, will scout for customers who have a Maseca product in their grocery cart and give them a $20 bill. The company has hired approximately 30 mariachis for the job.
"We want to do a promotion that is memorable and builds a high level of visibility and participation among our consumers," says Jim Lucero, vp of Camelot Communications, a Dallas-based firm that has worked with Maseca for several years.
The Mariacheros are chosen, explains Lucero, for their ability "to create an atmosphere of fun, excitement and energy."
The Mariachero promotion has undergone a dramatic expansion in its fourth year. The number of participating stores has almost tripled, and the campaign is supported by Spanish-language radio spots in each of the markets.
There's also a promotional sweepstakes in which the prize is a trip for four to Guadalajara, the birthplace of Mariachi music.
Lucero declines to provide specifics but says, "the response has been excellent. It allows us to put some energy in the store that is consistent with the energy that the retailers want."
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