Unilever Targets Hispanic Women with Retail Cook-Offs
In order to inspire Hispanic women to use Unilever’s many convenience food products in preparing everyday meals, the company created El Desafío del Sabor (The Flavor Challenge). During the year-long, multi-brand activation hundreds of consumers showed their cooking prowess at auditions held inside supermarkets and at festivals in the hopes of becoming one of two finalists who would compete in a nationally televised, reality-based cook-off with a grand-prize of $25,000 and a chance to win $1 million.
The events also included cooking demos performed by culinary professionals, who provided tips on preparing a great meal and gave out samples of what was cooking along with gifts, coupons and other incentives to purchase. Copies of ViveMejor magazine filled with recipes, tips and lifestyle articles from participating food and other brands were also on hand for the taking.
For those too shy to audition, there was an interactive cooking game that could be played on portable touchscreen gaming stations, and a variety of on-site and online sweepstakes. Contestants could upload audition videos online if they couldn’t make it to an audition location, as well as look up recipes, watch videos and enter sweepstakes.
More than 2,000 retail storefront events were executed with three distinct waves of in-store coupons distributed. Three hundred custom publications were distributed at each retail event. There was an overall increase of 20 percent in Unilever products sold versus the prior year. The website received hundreds of thousands of page views and millions of media impressions and captured an average of 20,000 entries per sweepstakes.