Imperial Sugar (NASDAQ:IPSU)
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Imperial Sugar Rolls Out Hispanic Marketing Program Across Texas and The
Southeast
Customized Radio Promotions, Bilingual Recipes on Packaging Signal New Business
Focus
SUGAR LAND, Texas, Oct. 27 /PRNewswire-FirstCall/ -- Imperial Sugar Company ,
one of the largest processors and marketers of refined sugar in the United
States, announced today that it has rolled out a new marketing campaign
targeting the growing Hispanic market for its Dixie(R) Crystals and Imperial(R)
Sugar product lines.
The campaign involves new package designs for several of its products, as well
as the addition of recipes in English and Spanish for a variety of traditional
dishes such as cookies, pies and cakes on the back and side panels of product
packages. Another key component of the campaign involves local radio
personalities sharing personal cooking experiences with the products on air, and
"favorite recipe" contests in several major markets in Florida, Georgia and
Texas. Winning recipes from contestants will be considered for inclusion on
Dixie Crystals and Imperial Sugar packages.
"Our campaign encourages local radio personalities to simply talk to their
listeners about our products," says Art Saxby, Imperial's vice president of
Marketing. "We believe this is an innovative and effective approach to reaching
listeners, especially since the unscripted segments will be delivered
conversationally in market-appropriate language styles."
"Instead of giving me a script, Imperial asked me to talk on air about how I use
Imperial Sugar and what I thought of the new packages," says Lady Di with San
Antonio radio station KXTN. "This works because I can present the information
in a context that I know will be meaningful to my listeners."
According to Saxby, the company recognizes that Hispanics are the fastest
growing segment of the U.S. population, and represent an important consumer
group for Imperial. He also explains that since sugar is rarely advertised, the
company invested in significant consumer research before embarking on its
current initiative.
"We expect our bilingual recipe feature to be very popular with a wide variety
of customers," said Saxby. "The first phase of our program, moving onto store
shelves now, starts with translating existing popular recipes from English to
Spanish. The second phase will include winning recipes submitted by our
consumers through their local Spanish language radio stations and judged by
local radio personalities. We anticipate this new feature will attract interest
from a growing audience of cooks who enjoy preparing and eating ethnic and
multi-cultural dishes."
"This is a new and exciting direction for Imperial Sugar," said Bob Peiser,
president and CEO. "Our Hispanic customers are vital to our success and we want
them to know we are working hard to address their needs. Getting our message
out credibly and clearly is key."
Imperial Sugar Company sells several of the best-known brands of sugar in the
industry: Imperial(R) Sugar in the Southwest; Dixie(R) Crystals in the
Southeast; Pioneer(R) Sugar in the Great Lakes region; Holly(R) Sugar in the
West; Spreckels(R) Sugar in California, plus Wholesome(TM) Sweeteners -- the
national leader in organic sweeteners.
About Imperial Sugar
The Imperial Sugar Company is one of the largest processors and marketers of
refined sugar in the United States and a major sugar distributor to the
foodservice market. Imperial Sugar has been recognized and trusted in the food
industry for more than 150 years, as the company's history dates back to the
mid-1800s. With packaging and refining facilities across the nation, the
Company markets products nationally under the Imperial(R), Dixie Crystals(R),
Spreckels(R), Pioneer(R), Holly(R) and Wholesome Sweeteners(TM) brands.
Additional information about Imperial Sugar may be found on its Web site at
http://www.imperialsugar.com/ .
Meghan Wilson
Pierpont Communications
713.627.2223, ext. 110
DATASOURCE: Imperial Sugar Company
CONTACT: Meghan Wilson of Pierpont Communications, +1-713-627-2223,
ext. 110, or , for Imperial Sugar Company
Web site: http://www.imperialsugar.com/