Rumba brand launches consumer on-pack promo
November 15, 2010
by Meat&Poultry Staff
WICHITA, Kan. – Rumba brand meats from Cargill is launching its “Warmth of Home” or “Calor de Hogar” on-pack promotion to help attract consumers to the fresh-meat case to purchase Rumba meats and enter for chances to win more than 100 cash prizes. The bilingual, English/Spanish promotion runs nationally with radio advertising support in five markets including Dallas, Denver, Houston, Tampa-St. Petersburg-Clearwater and McAllen-Brownsville-Harlingen.
A front-of-pack, peel-off label on specially marked packages is featured in the national promotion that includes a unique keyword that must be texted for an opportunity to win prizes.
Rumba, which was founded in 2007 as a line of food products to meet the unique needs of multicultural consumers, is a Cargill brand. This line includes 33 beef and pork meat cuts that are an integral part of the traditions and cultures of multicultural consumers (including Hispanic, African American and Asian populations). Rumba products are distributed throughout the US and Canada.