Unilever Uses Cooking Show to Market to Latinos

Unilever is playing on a Latin love of cooking and the surprising dearth of food programs on Spanish-language TV for the company's biggest-ever Hispanic effort for its food brands. "Desafio del Sabor" (The Flavor Challenge) kicks off this week, starting with a call to submit favorite recipes at storefront events across the country and ending with a televised cook-off on national television. Recipes must include at least one of 10 participating Unilever food brands.

By Abbey Klaassen, Ad Age Editor

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Unilever is playing on a Latin love of cooking and the surprising dearth of food programs on Spanish-language TV for the company's biggest-ever Hispanic effort for its food brands. "Desafio del Sabor" (The Flavor Challenge) kicks off this week, starting with a call to submit favorite recipes at storefront events across the country and ending with a televised cook-off on national television. Recipes must include at least one of 10 participating Unilever food brands. For more information, click here.
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