CHICAGO (August 30, 2000) — The San Jose Group just announced the launching of QueRico.com’s advertising campaign that is making its debut in the Chicago market on September 11 with the tagline QueRico.com Autentico Como Tu. Querico.com is the premier Latin American Internet grocer that offers products such as food, cosmetics, films and books from Latin America with free delivery on all orders over $35 in the continental U.S.
The San Jose Group, the Hispanic Agency-of-Record for QueRico.com created this exciting campaign which is a departure from most traditional campaigns that target Spanish-speaking Hispanics. The campaign is geared to the “bilingual Hispanic” and highlights the different lifestyles of the U.S. born Hispanic. QueRico.com Autentico Como Tu campaign is scheduled to launch with a :30 spot for television and :60 radio spots targeting bilingual Hispanic professionals between the ages of 18 – 49.
The television spot entitled “Two Worlds” will air on Telemundo and focus on the different lifestyles of Hispanics in the U.S. – the good life. The unity of the Hispanic people is highlighted in this spot through music, culture, language and food.
The radio spots entitled “La Lista” and “Chef” will run in Chicago Spanish stations that skew a younger Hispanic audience. The English radio spot entitled “Stress Relief” will air on B96, a popular Chicago general market radio station that attracts a younger and trendy audience. “The opportunity to target this up and coming segment of Hispanics with QueRico.com is very exciting,” stated Maribel Chacon, Director of Interactive Services at The San Jose Group and Spearheaded QueRico.com’s campaign. “We’ve also have taken a departure from traditional Hispanic strategies which made it challenging but it only made sense since we are instilling the convenience of online shopping which is new to the Hispanic market,” added Chacon.
“We are extremely excited about working on this break through project because SJG is the first Hispanic agency that has produced a television spot for an e-commerce client in the Hispanic market,” stated George San Jose, CEO / President of The San Jose Group. Computer penetration among Hispanic households grew from 13% in 1994 to 30% in 1998, an increase of 130%. In addition, on-line subscriptions among Hispanic households have grown from 2% to 15% between 1994 -1998, an increase of 650%.
Initially, the QueRico.com campaign will only launch in Chicago as a test market but a national launch is scheduled for later in the year in the top five Hispanic markets.
About The San Jose Group
Incorporated in 1981, The San Jose Group is a consortium of marketing communications companies specializing in reaching the Hispanic and non-Hispanic markets in the U.S. and Latin America. Headquartered in Chicago, the Group’s expertise, services and resources transcend domestic and international markets.