Oscar Mayer targets Hispanics with Facebook app

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Meat products brand Oscar Mayer added an app to parent company Kraft Foods' Spanish-language Facebook page on Oct. 7 that is geared toward Hispanic consumers. The brand worked with digital agency 360i on the initiative.

Those who interact with the “Sandwichemos” app are asked to assign a sandwich ingredient to a family member. They can then share the completed sandwich on Facebook.

Consumers are required to “like” the Comida Kraft Facebook page in order to access the app. Lynne Strickler, associate brand manager at Oscar Mayer, said via email that the brand implemented the requirement because it “is a typical, best practice in social media.”

Strickler said that Oscar Mayer is not collecting any data through the app. The app requests that consumers provide Oscar Mayer access to Facebook profile information — such as name, gender and friend lists — that the consumer has made publicly available.

Asked how Oscar Mayer chose to market to Hispanic consumers for the initiative, Strickler said, “We have marketed to Hispanic consumers for years. They are a growing and important demographic.”

Oscar Mayer is promoting the initiative via banner ads, Facebook ads and on Spanish-language TV network Telemundo's "Levántate" morning show.

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