General Mills asked Leader to help drive brand engagement and trial with Hispanic consumers, one of the company's fastest growing target demographics.
Leader developed Mobile Cocina to align with the Hispanic values of community, culture, and family. An efficient sampling model on wheels, Mobile Cocina trucks brought General Mills product samples, with the help of bilingual brand ambassadors, to Major League Soccer games, community events, and festivals in key markets.
With 4.5 million samples distributed in 2012 alone, Mobile Cocina successfully reached Hispanic audiences throughout the United States and created brand loyalty for General Mills.
samples distributed in 2012
sampling events in 2011