Comida Kraft is using a 360-degree marketing effort that spans the Web, social media, mobile and television to promote its partnership with Mexican celebrity chef Alfredo Oropeza.

Chef Oropeza?s show, ?Al Sabor del Chef,? airs in the United States and internationally and offers viewers recipes. The collaboration between Comida Kraft and chef Oropeza is meant to offer Latin moms new recipes using Kraft products, how-to videos and articles featuring tips and ideas.

?All the channels we use are really meant to surround the Latin mom and be available whenever she wants us and relevant food solutions,? said Tania Cameron, senior manager of CRM at Kraft Foods Inc., Chicago. ?The content we provide is in Spanish, but it?s not only about the language.

?She wants to hold on to her Hispanic heritage and pass it on to her children,? she said. ?We are offering this relevant content to her with easy and practical solutions.?

Some background
Kraft Food?s Comida Kraft has been connecting with Latin moms for about 10 years and started with a Web site, then the email newsletter and magazine.

Following digital trends in consumer behavior, the company next launched a mobile Web site, an SMS club and complemented that with YouTube and Facebook pages.

The mobile site for Comida Kraft includes all of the recipe content from the Web site, but adapted to the mobile channel.

The Comida Kraft mobile club is an opt-in SMS program where people receive bi-monthly text messages with relevant content such as new recipes and event alerts.

Comida Kraft also uses SMS calls to action within its magazine to connect readers with additional content.

?We know that the Latin consumer reacts very well to our content,? Ms. Cameron said. ?We also know that Latin consumers over-index in their mobile usage so we teamed with the very charismatic chef Alfredo Oropeza for this ?Share Your Latin Flavor? effort.?

Share Your Latin Flavor
The Share Your Latin Flavor program launched in May. Comida Kraft worked with The Hyperfactory, a Meredith Integrated Marketing agency, for the effort.

The campaign includes Web, social, mobile, TV and print.

The mobile program features a mobile hub with access to all recipe and video content. It also allows users to sign up for the SMS and email database, ?Like? Comida Kraft on Facebook and share the site with friends via SMS.

The mobile site

?We know this audience over indexes in mobile and social,? said Geoffrey Handley, cofounder of The Hyperfactory, New York. ?We also know a lot of social stuff is happening through mobile.

?But not too many programs use mobile in a social context.?

One of the objectives of the program is acquisition?to bring consumers into the email and SMS database. Joining the database unlocks an exclusive portion of the hub, where consumers can access recipes and video content available only to them, only on mobile.

The SMS communication

Another objective is to bulk up the Comida Kraft Facebook fan base.

Mobile banners and SMS calls to action in print were set up to drive traffic and acquisition.

Mobile banners

There is also a mobile redirect in place, which is set up to receive traffic from otherwise digital channels such as TV spots and Facebook posts.

As a result of the campaign, mobile site traffic increased 135 percent from May to June 2011.

Additionally, Comida Kraft was able to nearly double its Facebook fan base from May to present.

?Overall, having a 360-degree campaign really pays off,? Ms. Cameron said. ?You have to give options to the consumer.?