Family-owned Foster Farms, the largest poultry producer in the Western US, has launched a new series of advertising spots created specifically for the US Hispanic market.
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The new spots build upon the Foster Imposter campaign and include three new TV spots and two new radio spots adapted from TV. The radio spots are new, representing the first time Foster Farms has used radio advertising to target the Hispanic market. The TV spots began airing this week in eight California Hispanic markets along with their radio counterparts airing in Los Angeles.
“Hispanic consumers are a key component of Foster Farms’ existing consumer base and continue to play an instrumental role in our long-term growth. We feel it is critical for us to maintain a strong focus on this market, and to continue developing marketing campaigns specifically tailored to the Hispanic consumer,” explained John Bartelme, director of marketing services of the Livingston, Calif.-based firm. “We’re very excited with the new spots, and are looking forward to rolling out other elements of our Hispanic marketing programme.”
Anita Santiago Advertising became the Hispanic agency of record for Foster Farms in December 2001, as their first full-service, Spanish-language agency. Previous advertising campaigns were a direct translation of general market spots. The agency has created new original creative, and has produced four original spots and one adaptation featuring Hispanic-relevant storylines.
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