Cargill
Rumba Rebrand
/ About the project
The Hispanic demographic has long been overlooked by mainstream retailers. When these shoppers needed variety meats, they had to go to specialty butcher shops.
Rumba® Meats by Cargill Protein addressed this disparity with products in mainstream retailers, eliminating extra trips while honoring tradition. With our tagline "Celebremos el sabor de la familia," vibrant packaging that reflected Latino celebrations and interactive AR experiences showcasing authentic ingredients, we built trust with skeptical consumers.
Our digital presence, including "La Familia" blog and "Recetas con Raíces" cookbook featuring family influencers, further connected the community through shared culinary heritage.
/ Insight
Variety meats play a significant role in many time-honored culinary traditions in the Latino community. Rumba Meats succeeded in addressing the tension in cultural convenience – where consumers simultaneously seek convenience in modern retail environments while maintaining authentic cultural connections that affirm their identity.
/ Results
Since rebranding, more consumers seek out Rumba Meats in their local groceries. And the engagement and response among Hispanic consumers has been overwhelmingly positive:
83% of consumers are “very satisfied” with Rumba Meats
87% of consumers have a positive impression of Rumba Meats
