Cargill was the first major company to launch a branded line of specialty meat cuts – Rumba Meats. When competitors planned to enter the market with their own products, Rumba Meats was faced with the risk of significantly reduced sales and retail distribution.


We developed an integrated PR and media campaign to reinforce the brand’s leadership position among trades and consumers. We conceived Rumba’s first on-pack, text-to-win sweepstakes campaign, a behind-the-scenes press tour, and a grassroots media strategy sparked by its key retailer’s rigid marketing parameters.

We initiated on-air segments featuring public tastings with a celebrity chef, and created a campaign focusing on local, hyper-local, and trade PR and advertising. These efforts led to stories in key grocery and retail trade press, including the brand’s first cover story.


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