Imperial Sugar Rolls Out Hispanic Marketing Program Across Texas and The Southeast
October 27 2003 - 1:44PM
PR Newswire (US)
Imperial Sugar Rolls Out Hispanic Marketing Program Across Texas
and The Southeast Customized Radio Promotions, Bilingual Recipes on
Packaging Signal New Business Focus SUGAR LAND, Texas, Oct. 27
/PRNewswire-FirstCall/ -- Imperial Sugar Company , one of the
largest processors and marketers of refined sugar in the United
States, announced today that it has rolled out a new marketing
campaign targeting the growing Hispanic market for its Dixie(R)
Crystals and Imperial(R) Sugar product lines. The campaign involves
new package designs for several of its products, as well as the
addition of recipes in English and Spanish for a variety of
traditional dishes such as cookies, pies and cakes on the back and
side panels of product packages. Another key component of the
campaign involves local radio personalities sharing personal
cooking experiences with the products on air, and "favorite recipe"
contests in several major markets in Florida, Georgia and Texas.
Winning recipes from contestants will be considered for inclusion
on Dixie Crystals and Imperial Sugar packages. "Our campaign
encourages local radio personalities to simply talk to their
listeners about our products," says Art Saxby, Imperial's vice
president of Marketing. "We believe this is an innovative and
effective approach to reaching listeners, especially since the
unscripted segments will be delivered conversationally in
market-appropriate language styles." "Instead of giving me a
script, Imperial asked me to talk on air about how I use Imperial
Sugar and what I thought of the new packages," says Lady Di with
San Antonio radio station KXTN. "This works because I can present
the information in a context that I know will be meaningful to my
listeners." According to Saxby, the company recognizes that
Hispanics are the fastest growing segment of the U.S. population,
and represent an important consumer group for Imperial. He also
explains that since sugar is rarely advertised, the company
invested in significant consumer research before embarking on its
current initiative. "We expect our bilingual recipe feature to be
very popular with a wide variety of customers," said Saxby. "The
first phase of our program, moving onto store shelves now, starts
with translating existing popular recipes from English to Spanish.
The second phase will include winning recipes submitted by our
consumers through their local Spanish language radio stations and
judged by local radio personalities. We anticipate this new feature
will attract interest from a growing audience of cooks who enjoy
preparing and eating ethnic and multi-cultural dishes." "This is a
new and exciting direction for Imperial Sugar," said Bob Peiser,
president and CEO. "Our Hispanic customers are vital to our success
and we want them to know we are working hard to address their
needs. Getting our message out credibly and clearly is key."
Imperial Sugar Company sells several of the best-known brands of
sugar in the industry: Imperial(R) Sugar in the Southwest; Dixie(R)
Crystals in the Southeast; Pioneer(R) Sugar in the Great Lakes
region; Holly(R) Sugar in the West; Spreckels(R) Sugar in
California, plus Wholesome(TM) Sweeteners -- the national leader in
organic sweeteners. About Imperial Sugar The Imperial Sugar Company
is one of the largest processors and marketers of refined sugar in
the United States and a major sugar distributor to the foodservice
market. Imperial Sugar has been recognized and trusted in the food
industry for more than 150 years, as the company's history dates
back to the mid-1800s. With packaging and refining facilities
across the nation, the Company markets products nationally under
the Imperial(R), Dixie Crystals(R), Spreckels(R), Pioneer(R),
Holly(R) and Wholesome Sweeteners(TM) brands. Additional
information about Imperial Sugar may be found on its Web site at
http://www.imperialsugar.com/ . Meghan Wilson Pierpont
Communications 713.627.2223, ext. 110 DATASOURCE: Imperial Sugar
Company CONTACT: Meghan Wilson of Pierpont Communications,
+1-713-627-2223, ext. 110, or , for Imperial Sugar Company Web
site: http://www.imperialsugar.com/
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