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Today the average Latino was born in the United States. So when brands and companies want to reach the “Hispanic market,” it means something different than simply translating something into Spanish.

At a recent conference on Latino marketing, Multicultural Manager for Nestlé, Margie Bravo talked about how one specific product –DiGiorno frozen pizza– has changed the way it has been marketed toward Latinos over the years.

Even as recently as 2016, DiGiorno ads for the so-called “Hispanic market” were translations in Spanish of their English language campaigns. But now, with new information and growing numbers of Latino buying power, DiGiorno has changed its strategy.

Featured Image: Courtesy of Nestlé