Kraft triples Hispanic spend after being labled a "follower"

A 2010 report by the Association of Hispanic Advertising Agencies labeled Kraft, with an allocation of just 3.8% of its ad budget for Hispanic media in 2009, a “follower”, narrowly averting a “laggard” label by a mere .2%.

To their credit, Kraft responded by tripling its 2010 spending on Hispanic marketing, according to an article on shopperSight News.

They are leading with their Kool-Aid brand and launched a Spanish-language advertising campaign that includes television commercials on Univision and Telemundo. They are also investing in community relations-related events.