Latina moms are being targeted by Nestle and Mexican Chef Pati Jinich in order to appeal to their bicultural lifestyles as well as their desire to create more recipes geared towards everyday happiness. A unique campaign, Latina moms are invited to tune in every month until July 2015 to learn a new dish from the lauded chef. Jinich will also be sharing the inspiration behind the delicious creations, introducing a stronger emotional tie to the campaign.
Since Latina moms hold a deep belief in family, this campaign is incredibly clever. Priscila Stanton, Marketing Manager for La Lechera at Nestlé USA, says, "We're delighted to collaborate with Pati Jinich who not only brings incredible recipes to the table, but is able to personally connect with our consumers, most of whom, like her, are bicultural Latinas living in the U.S. Pati embodies our existing campaign which is anchored on the insight that Latina moms in the U.S. take cues from their Hispanic heritage and American lifestyles in order to create new traditions and experiences that will ensure a happy childhood for their children."