NEWPORT BEACH, Calif., March 6, 2007 (PRIME NEWSWIRE) -- National Cattlemen's Beef Association, the largest organization representing America's cattle industry, has selected HEILBrice to create a national, Hispanic-focused retail outreach on behalf of The Beef Checkoff. HEILBrice's Hispanic Division, VISIONLatina, will identify opportunities for retailers regarding the traditional beef usage and attitudes of Hispanics customers and provide tools to address the unique expectations of this demographic.
"We look forward to working with HEILBrice as we build awareness and sales of beef among Hispanics and create a value-added program for retailers," said Jim Henger, executive director of retail marketing, National Cattlemen's Beef Association. "They have demonstrated great insight into both the values of the Hispanic customer and the needs of the retailer."
"Hispanics are very traditional in their love for family, community and a great meal," said Javier Corona, marketing director for VISIONLatina. "We are proud to support the Beef Checkoff program and its efforts to heighten the retail experience for Hispanics as they grocery shop."
The campaign launches in select markets this summer and will expand nationally.
About The National Cattlemen's Beef Association
Consumer-focused and producer-directed, the National Cattlemen's Beef Association and its State Beef Council partners are the marketing organization for the largest segment of the food and fiber industry. For more information, please visit: www.beef.org.
About HEILBrice
HEILBrice specializes in ideas that build business -- the creation and execution of highly focused advertising and communication programs designed to increase sales, heighten visibility and solidify customer loyalty. Founded in 1987, HEILBrice is based in Newport Beach, California and ranks among the top 100 advertising agencies in the United States (ADWEEK). Key clients include: LA INC. The Los Angeles Convention and Visitors Bureau, Los Angeles Clippers, Marie Callender's Restaurant and Bakery, Nolet Spirits: Ketel One Vodka, Ralphs Grocery Company and The Los Angeles Times. A full list of clients and services can be found at the company's website, www.heilbrice.com.