Mobile Tour to Hit 125 Locations to Address Key Health Concerns in Latino Community

April 02, 2007
By Laurel Wentz

Kellogg is taking its multibrand Healthy Beginnings program to the Hispanic market with a national tour that sets up booths in retailers' parking lots and offers tests by bilingual nurses for several conditions Hispanics are particularly likely to suffer: diabetes, high blood pressure and lactose intolerance.

A 28-page bilingual magazine, created by Meredith Corp.'s Meredith Integrated Marketing division as part of the promotion and sponsored by Kellogg's key breakfast cereal brands, offers easy-to-read advice about healthful eating.

Unlike the more low-key general-market Healthy Beginnings program already running at retailers' pharmacies, Kellogg's Un Comienzo Saludable is a mobile tour hitting 125 locations and includes McNeil Nutritionals' Lactaid as a partner. The bilingual brochure, instead of being translated from English, was created in Spanish and adapted into English.

"Specific health issues like weight management and heart health are very relevant to the Hispanic market," said Sandy Uridge, Kellogg's senior director-worldwide promotions.

In addition to the mobile tour's 125 stops at 11 retailers, additional stores are participating in a second tier of the Comienzo Saludable program, Ms. Uridge said. They get a freestanding display with 200 bilingual brochures and a coupon for $1 off fresh produce with purchase of two Kellogg products.

Ms. Uridge, who has just been promoted, was previously Kellogg's senior director-multicultural marketing. She remains in charge of multicultural promotions and her previous multicultural advertising responsibilities will be handled as part of the duties of individual brand groups. She said Kellogg's multicultural group is growing -- four people have been added in the last year and there are still more jobs to fill.

Source: AdAge.com