<p>Unified Grocers, Inc. is launching two new Hispanic marketing initiatives for 2014. These new campaigns will actively pursue shopper marketing dollars on behalf of the largest "virtual" Hispanic chain in the country, according to a press release, boasting over 400 Hispanic retail locations it serves throughout the Western United States. The two new programs are ¡Celebremos! and Mercado Savings. The retail locations serve nearly five million shoppers a week, generating over $5 billion in annual sales. </p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>"We're excited to provide these innovative, turnkey programs to build on our strong relationships with our Hispanic retailers," says Sue Klug, Senior Vice President and Chief Marketing Officer, Unified Grocers. "We'll provide merchandising support and, for the first time ever with our Hispanic marketing programs, we'll have quantifiable data and critical metrics around the number of cases moved at retail. It's all about driving sales and providing a measurable return on investment for participating brands."</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>"We're presenting something very powerful and different," says Nancy López-Pedroza, Unified's Regional Marketing Manager, Retail Marketing Services. "Extensive research went into the planning phase in which 35 manufacturers and 12 retailers gave their insights into areas of opportunity. Created solely for the Latino shopper, ¡Celebremos! and Mercado Savings reflect Unified's strong commitment to the Latino community and they will be a powerful force in generating sales and establishing customer loyalty for our supplier and retail partners."</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>With ¡Celebremos!, Unified will initially partner with 19 Hispanic retail chains in Southern California and Northern California, for festive store-front events. The campaign will featuring six rotating themes — music, education, tradition, health, family and food, and can be customized to differentiate the store and connect with the local community. The program gives participating brands scale — 16 store-front events at large and mid-size retailers — and coordinated support to distribute cases to the stores and merchandise the products on-site.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p>Digital platform Mercado Savings will help support ¡Celebremos! and will focus on basket building and engaging content built on brand messaging. Latinos lead the way in digital and social media use in the shopping experience, making this a great resource to tap into. Mercado Savings is a complementary program to the ¡Celebremos! store-front events and will reflect the same monthly themes.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><p><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href=" http://www.unifiedgrocers.com/EN/MarketingSupport/Consumer%20Events/Pages/HispanicMarketing.aspx" target="_new"> Unified Grocers </a></p><hr class="legacyRuler"><hr class="invisible minimal-padding">
