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Rumba Meats: Welcome

Rumba® Meats

Rumba is Cargill’s brand of variety meats, also known as “offals.” These meats include lesser-mainstream cuts, such as liver, tongue, tripe and oxtail.

In many Hispanic cultures, variety meats are more than dinner. They’re tradition.

So, being non-Hispanic, it’s my responsibility to tell our brand story in a relevant and respectful way. While three semesters of college Spanish worked to my benefit, I have not experienced Hispanic culture first-hand. My team works in consultation with a Hispanic agency to ensure the creative is culturally sound.

Rumba Meats: Text

Recetas con Raíces Cookbook

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This cookbook features 12 authentic recipes straight from the kitchens of influencer partners. As part of a month-long promotion, it helped garner 7.6 million brand impressions, raise social media engagement by 400 percent and boost sales by more than 6 percent.

I'd love to claim I'm a cookbook author, but that's far from true. I wrote the title, intro, bios, and all supplemental copy in the book, while influencers submitted their recipes and backstories. Aside from some gentle stylistic copyediting, their stories remain true to their own words.

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Rumba Meats: Work

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Rumba Meats: Image

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Rumba Meats: Image

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Rumba Meats: Image

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Rumba Meats: Image

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Rumba Meats: Image

Art Director: Devin Brown

Rumba Meats: Text

Rumba® Meats

Recetas con Raíces Cookbook

This cookbook features 12 authentic recipes straight from the kitchens of influencer partners. As part of a month-long promotion, it helped 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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I'd love to claim I'm a cookbook author, but that's far from true. I wrote the title, intro, bios, and all supplemental copy in the book, while influencers submitted their recipes and backstories. Aside from some gentle stylistic copyediting, their stories remain true to their own words.

Art Director: Devin Brown