CORNERING THE MARKET
Blue Diamond and Amazon: Learning More about Multicultural Marketing (from an interview with Lorena Nuñez, edited for clarity and theme) Blue Diamond ’s talented in-house marketing team is always looking for additional ways to reach consumers and expand demand for the brand’s wide portfolio of tasty products. In March, Blue Diamond partnered with Amazon to reach U.S. Latino consumers with Spanish language advertising. We spoke with Blue Diamond ’s Lorena Nuñez, Senior Brand Manager, Multicultural & Inclusive Marketing. Lorena shared the study’s results and the benefits that Blue Diamond can anticipate from multicultural marketing.
Almond Facts: Can you tell us a bit about your background and how it ties into your marketing strategies for Blue Diamond Growers ? Lorena Nuñez: I started with Blue Diamond Growers in November 2022. I work on developing our Multicultural Marketing strategies and diversifying our customer base. I am Latina, the daughter of immigrants, so it’s important to me that the brands I work for see the value in reaching multicultural communities. The reality is, if you’re not marketing to my community, what are you saying about me ? I take that very personally and have a passion for that work. When I had the opportunity to come to Blue Diamond and do multicultural marketing, I said, “How great! This business sees the value and opportunity that comes from the Latino segment, and I’d love to be a part of that work.”
AF: You recently did a U.S. Latino advertising campaign on Amazon. What can you tell us about that ? LN: When Amazon learned that we were developing multicultural marketing strategies here, they reached out and asked if we would consider adding Spanish language advertising in addition to our existing Amazon campaign, and we said, “Sure, why wouldn’t we ? Let’s learn!” We quickly realized that this campaign had to be more than Spanish- language targeting, it also had to resonate with all bilingual Amazon customers. I looked at our existing Blue Diamond inventory on Amazon and matched it with top-selling flavors in US-based, Latino households. We ran the study from March 2023 to May 2023, and it went really, really well.
AF: After you set up the study, what did you find ?
20
ALMOND FACTS
Made with FlippingBook - Online Brochure Maker