Dive Brief:
- Post Consumer Brands announced earlier this week that it had named LatinWorks as its new Hispanic Marketing Agency of Record, according to a news release.
- LatinWorks will oversee Post Consumer Brands' Hispanic marketing strategy, including all creative, planning and execution for Hispanic-centric campaigns. The agency will begin immediately on campaigns for the Post Honey Bunches of Oats and Post Pebbles cereal brands.
- LatinWorks will also head up efforts to demonstrate Hispanic best practices and corporate learning opportunities as Post Consumer Brands furthers its "commitment to support and engage with this growing audience through culturally-relevant content and meaningful experiences," Melissa Saldana-Chase, senior associate marketing manager for Post Consumer Brands' multicultural division, said in a statement.
Dive Insight:
The new agency resulted from a review Post launched in July to identify a new partner that could develop cross-medium creative and campaign strategies for its consumer brands. The bulk of that portfolio is cereal brands, which could use a strategic marketing boost to better position the category for other eating occasions and as a better-for-you breakfast option.
Post sees the value in targeting the growing population of Hispanic consumers in the United States. Some other companies have chosen to develop products specifically for this market, including items that remind these consumers of authentic recipes from Latin American countries. Others, such as Post, have worked to better target their marketing messages toward this diverse audience and show how they can assimilate Post brands into their meal plans.
Post hasn't been one to shy away from unique marketing opportunities. Earlier this year, the company announced its virtual reality debut with a VR campaign for its Pebbles brand. Post's campaign offered a more guided and deliberate user experience rather than the more exploratory, unlimited experiences other brands have pursued.