Cargill: Rumba Meats Cookbook - Signal Theory

Cargill: Rumba Meats Cookbook

Influencer Promotion

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 represented the perfect time to celebrate this culinary heritage and the cooks 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. As part of a month-long promotion, it helped us garner 7.6 million brand impressions, raise social media engagement by 400 percent and boost sales by more than 6 percent.

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