Case Studies: Fleischmann's Yeast

Ethnic Advertising

Objective
To expand the customer base by reaching ethnic consumers who do not customarily bake yeast-based bread or cake.

Strategy
Delfino Marketing identified two demographic groups — Jewish and Hispanic women aged 24 to 50 — not customarily associated with baking with yeast. Our media selection was 2 leading ethnic publications — Hadassah and Buen Hogar. The ad targeted to Jewish consumers ran in a holiday issue and featured 3 generations of women participating in the Sabbath ceremony. The Hispanic ad showed a young family baking Pizza Mexicale, a Latin American version of pizza.

Results
Coupon redemption exceeded client projections.