Case Study

FRESCO COMO A TÍ TE GUSTA
Founded in 1969, family-owned and operated, Stew Leonard's is a $400 million dollar business with more than 2,000 employees. The company has received worldwide acclaim for excellence in customer service and quality.
CHALLENGE
Stew Leonard’s had not advertised to the Hispanic community in the past, so they didn’t have strong brand recognition within this growing and influential consumer market. Right now, Hispanics are driving the growth across all industries. But specifically pertinent to Stew’s, is the fact that Hispanics spend over $175 more on fresh food per purchase than the average individual. This was a huge business opportunity for Stew Leonard’s to increase sales, traffic, and revenue. To do so, they needed to learn how to implement a more effective multicultural approach.
STRATEGY
Stew Leonard’s hired TGA to develop and promote its first Hispanic marketing campaign. Focusing on a culturally relevant strategy and approach, we started by creating the tagline of the campaign, “Fresco, como a ti te gusta” (Fresh, the way you like it). The tagline represents the freshness of the products that Stew’s carries among all stores from farm to table. We created culturally relevant messaging that resonated with Hispanics more effectively and gave the campaign a strong presence on radio, digital, outdoor, social media, and direct mail. To support this campaign, we also developed a mobile friendly Spanish microsite.
RESULTS
Our campaign efforts immediately started generating a significant increase in Hispanic traffic and sales during the first 2 weeks. Numbers continued climbing as we further engaged with this growing new audience.
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