How Brands are Engaging U.S. Hispanics during the Covid-19 Pandemic


A few weeks ago we began a project to crowdsource, curate and aggregate U.S. Hispanic and multicultural Coronavirus research for the advertising community.  Part of our intention was to surface multicultural insights to help brands develop strategies for what they can “yes do” during these times.

A key theme that has emerged in the research is that minorities are being disproportionately impacted by the Coronavirus pandemic.  Without minimizing the severe adverse effects on minority communities, we as marketers, see a clear opportunity for brands to proactively engage with these neglected communities today.  Brands that do right by these communities now will position themselves to emerge from this crisis stronger than those that don’t.  These communities will remember what brands do today when they think about which brands they choose to support tomorrow.

To that end, we are thrilled to see some brand initiatives targeted to multicultural Americans. While these efforts should be recognized, we know there’s more to be done. In this post we wanted to share some of our favorite brand initiatives but would also like to hear from you! Please share examples of other multicultural initiatives by filing out this form. We will be sure to share and hopefully inspire others.


“Despite all that has changed over the past few weeks, Kellogg’s says one thing that hasn’t changed is breakfast. If that feels comforting to you, it’s thanks to the hard work that farmers, line workers, truckers and others put in to continue making breakfast available. In these uncertain times, Kellogg’s knows that breakfast as usual is more essential than ever and produced this spot in English and Spanish to communicate this all important message.”


“Google recognizes that now more than ever, people are “searching/looking” for answers, on how to help healthcare professionals, how to stay safe, how to source PPE, how to flatten the curve. Google responds by thanking all of those on the front lines who are helping to provide the answers.”

Cardenas Market

Cardenas supermarkets operates 51 stores in the Southwest and has a large U.S. Hispanic customer base. The supermarket chain, through its foundation, established a $250,000 fund to assist nonprofit organizations serving vulnerable residents who have been affected by the coronavirus (COVID -19) pandemic.


“Lyft is committed to being a critical lifeline for communities in need and helping overcome long standing barriers to access. As the world grapples with the COVID-19 crisis, we are partnering with leading national organizations to support communities of color that have been particularly hard hit by the COVID-19 pandemic.”


“Toyota reaffirms its commitment to its customers (including U.S. Hispanics” during this challenging time, stating that the Toyota family can be found in every corner of the country. That it counts on our country and that our country can count on Toyota to be there.”

Bravo to these brave brands who are proactively engaging and investing in U.S. Hispanics today, during these hard times. We are certain that these investments will drive a positive return on investment as days begin to get better.

Remember please send us any campaigns and initiatives so that we can share them and inspire others by filling out this form.

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