WICHITA, KAS. — Rumba Meats previously was positioned as a multicultural brand, but market research by parent company Cargill revealed a change of course was needed.
“We reviewed our existing Rumba positioning, compared it with our recently conducted consumer research and concluded that we needed to connect better with Hispanic consumers that represent the majority of Rumba purchasers,” said Carolina Tabares, senior brand manager for Rumba Meats. “Previously positioned as a multicultural product line, Rumba was trying to be too many things to too many consumer segments. We learned that Hispanic consumers are truly interested in a line of variety meats that allows them to enjoy traditional dishes by incorporating quality ingredients to create the eating experiences and flavors representative of their culture and heritage.”
The marketing team behind Rumba explored numerous colors, images and words relevant to Hispanic shoppers, and subjected each element — packaging, logo, point-of-sale materials, on-line advertising and tagline —to testing with consumers.
The team ultimately chose vibrant red, blue, yellow and green hues, which are common throughout Hispanic culture, for Rumba imagery.
Marketing elements that will support Rumba’s refreshed look include packaging, a Facebook page, a web site, digital banner ads, Pandora Internet Radio ads and retail point-of-sale elements. A “dancing lady” graphic representing the culture, tradition and celebration the Rumba brand embodies was incorporated into most marketing elements. Rumba’s new image currently is rolling out to retailers nationwide.
“We want Rumba to be a celebratory part of people’s lives, providing consumers with meat products that will help them produce authentic, traditional, dishes they told us they enjoy preparing for family meals,” Ms. Tabares said. “Traditional dishes make Hispanic family mealtimes special and we want Rumba Meats to help families make those gatherings memorable.
“Rumba represents nutritious, delicious, wholesome protein products that meet the needs of Hispanic consumers while providing our retail customers with an offering that is relevant to those consumers’ cultures and helps them grow their variety meats business.”