Cargill
Rumba Cookbook
/ About the project
For many, traditional dishes featuring cuts like oxtail, beef tongue and honeycomb tripe aren’t just dinner, they’re tradition. And for Rumba Meats, Hispanic Heritage Month presented the perfect opportunity to celebrate this culinary heritage and the people who carry it forward every day.
Our Recetas con Raíces cookbook features 12 authentic recipes straight from the kitchens of influencer partners representing a diverse collection of Latin American countries.
/ Insight
Traditional dishes serve as heritage connectors, allowing people to actively participate in and reinforce their cultural identity and belonging. And, by sourcing recipes directly from various Latin American influencers, the campaign's perceived authenticity helped increase trust.
/ Results
7.6 million brand impressions
400% increase in social media engagement
6% increase in sales
