NEW YORK (AdAge.com) -- Despite the bad economy, new advertisers are still tapping the Hispanic market as a potential source for growth. Kozy Shack is introducing a Latin-themed product line called Kozy Shack la Tradicional in the ready-to-eat refrigerated-dessert maker's first foray into the Hispanic market.
The company has also hired its first Hispanic agency, New York-based independent D Exposito & Partners. The line, including arroz con leche, flan and a vanilla custard-like natilla, will be backed by radio and online ads as well as retail sampling and events.
Food companies have been among the healthiest ad categories, with General Mills, Nestle and Goya Foods all increasing their 2008 ad spending in Spanish-language media, according to TNS Media Intelligence figures. Kraft Foods, however, cut its Spanish-language media spending heavily last year.
Hispanic households tend to mix Latino and non-Latino products, and food marketers are making greater efforts to capture their attention.
"The challenge would be convincing Latinos that a brand called Kozy Shack makes an arroz con leche that could beat a local, mom-n-pop brand with an authentic-sounding name," said Kozy Shack CEO Bob Striano in a statement.
The company also gave D Expositio a general-market assignment for a breakfast cereal, Kozy Shack Ready Grains.
D Exposito was started in 2005 by Daisy Exposito-Ulla, best known for building up Young & Rubicam's Hispanic offering, Bravo Group. D Exposito's clients include Anheuser-Busch, Census 2010, Mazda, McDonald's New York Tri-State Region and PepsiCo.
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