LATEST

Cinco de Mayo: An Opportunity for Hispanic CPG Brands to Market to the US Consumer

May 04, 2023

Cinco de Mayo is quickly approaching and although only a small percentage of its celebrants may ever understand the real meaning behind Cinco de Mayo and this holiday is not widely celebrated in Mexico, it has become a big deal (reason to celebrate) in the US, even with non-Mexican American consumers. 


Throughout the US, families throw fun colorful fiestas purchasing Mexican products for their celebrations including chips, guacamole, Mexican beer, and tequila for margaritas among other products necessary for these lively get-togethers. Cinco de Mayo, therefore, lends itself as a perfect opportunity for CPG brands to cross-market their Hispanic products to the general US consumer. 


Knowing that Americans spend over $500 million more during a holiday weekend than on a non-holiday weekend, brands can take advantage by running special promotions, brand activations, and digital campaigns to reach even more consumers. 


With 54% of Americans reporting that they eat Mexican food one to four times a week with 37%, of those polled, saying they're eating more Mexican food now than they did five years ago, we know that Hispanic brands have a real opportunity for the non-Hispanic American consumer to become loyal to their brand. The price of many of the Hispanic staple products and the current state of the economy definitely plays into the increased consumption of Mexican foods by the general US market. The Cinco de Mayo holiday is an opportune time or gateway for Hispanic brands, which typically may have only been consumed by Hispanic consumers, to be introduced to the general US consumer.


As a marketing company that focuses on reaching Hispanic consumers and connecting Hispanic brands to consumers, this Cinco de Mayo weekend is a busy time for us and for our clients. 


Here is a sneak peek of all the places you can find our clients with Hispanic products this weekend:


  • Maseca Tamale In-Store Demonstration Campaign in various grocery store chains in Southern California


  • Goya Ralphs’ Parking Lot Events in Southern California and In-Store Demonstrations at La Bonita and Mariana’s grocery stores in Las Vegas, NV.


  • Avocados from Mexico “Cinco De Weekend” Merchandising Campaign throughout California and Nevada and a Cinco de Mayo Event at the Los Angeles Consulate


  • Ducal Bean In-Store Demonstrations in Food City stores in Arizona and a joint campaign with Pollo Campero in grocery stores in Southern California


  • SueroX will have in-store demonstrations at Fiesta Mart stores in Dallas & Houston, TX and participate in various fun Cinco de Mayo events promoting hydration during a weekend where much alcohol may be consumed.


Follow us on social media to see all the photos and details from these activations! 



Sources:

How Corona Made Cinco De Mayo An American Holiday

https://www.brand-innovators.com/news/brands-celebrate-cinco-de-