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Objective

Annabelle Candy Company based in Hayward, California is one of the largest independently-owned candy bar manufacturers in the United States. Annabelle’s produces some of the most popular and traditional candy available on the market today such as U-NO® and Abba Zaba® candy bars. The company sought to capitalize on California’s growing Latino market; it believed that it could successfully reach these Latino consumers, in part, due to its 25-year history of success in Mexico. Mosaico developed a program that raised awareness for the company and its products among California Latino consumers as well as provided Annabelle’s with in-depth market intelligence about California’s growing Latino specialty supermarket retailers.

Challenge

Mosaico knew that Annabelle’s experience distributing its products to the Mexican market would be valuable to increase the company’s brand awareness among California Latinos who are overwhelmingly Mexican (over 80% of California Latino population). The company also knew that its products’ flavors resonated well with Mexican palates because some are made with flavors already popular in Mexico.

Additionally, Mosaico knew that if Annabelle’s wanted to grow market share with Latinos it would be important to forge distribution agreements with the growing category of independent supermarket retailers, given that they account for more than one third of all Latino market grocery dollars.

Mosaico announced the company’s 25th anniversary of successful distribution in Mexico as one way to generate interest for Annabelle’s products among Latino consumers. Mosaico developed press materials which included the importance of the Latino market to the confectionary industry and the product’s flavor profile which matches flavors Mexican consumers traditionally enjoy. Mosaico also conducted an in-depth audit of California’s 15 largest Latino supermarket retailers, researching information on their locations, financials, confectionary category buyer and competitor products. Additionally, Mosaico provided recommendations on sponsorship events and highly-reputable Latino community organizations for partnership opportunities.

Results

The information Mosaico provided guided the company’s sales team to begin developing direct relationships with supermarket retailers. Led by Mosaico’s recommendations, Annabelle’s participated in high-profile Latino trade events including the Mexican American Grocers Association annual conference and the Expo Comida Latina event, which served as the first trade events introducing Annabelle’s products directly to Latino specialty supermarket retailers. The coverage Mosaico generated for the 25 years in Mexico announcement included securing interviews for CEO Susan Karl with top consumer, trade, business and Latino media including San Francisco Business Times, ANG Newspapers and Spanish-language print publication El Observador. Most importantly, Annabelle’s reported a growing awareness and interest in their products citing additional inquiries from retailers.