IMUSA USA has expanded its partnership with Univision Communications by entering an agreement that leverages Univision’s understanding of the Hispanic market and its relevance with Hispanic consumers.
According to IMUSA, the renewed partnership marks the evolution of a four-year relationship that has given the brand increased exposure and extended its reach on social media to engage with digitally connected consumers.
“Our goal is to bring the fun, ease and authenticity of IMUSA’s cookware products to foodies and consumers nationwide, and Univision has the perfect team to help spread the word,” said Victoria Rodriguez, director of marketing for IMUSA USA. “We are thrilled to have Univision’s support of the brand with its digital offerings and consumer communication plans to further expand our presence and access to the Latin market.”
The campaign has Univision’s talent and influencers as brand ambassadors, promoting the brand on social media and for the first time, IMUSA will activate consumer-facing events in an effort to enhance preference and loyalty to the brand. Among those events is the Latin Family Fest scheduled for November 17 in Miami.