Celebrating Hispanic Traditions

Feliz día de los Reyes Magos…. Happy Three Kings Day. While many Americans celebrated Christmas on December 25^th, took down the Christmas tree and packed away the holiday decorations, for many Latinos the Christmas traditions continue. 

January 6^th known to Christians as the Epiphany is celebrated in Spanish speaking countries as “El Dia de los Reyes Magos” aka “Three Kings Day. The celebration would not be complete without the yummy Rosca. A large, sweet bread shaped like a ring, decorated with colorful dried fruit, inside a tiny figurine to signify the baby Jesus. Our friends at L.A. TACO provide a colorful recap of the significance and history behind the Rosca de Reyes.

The Importance of Familia

This year, El Dia de los Reyes Magos will be different, the pandemic has robbed precious family time with our loved ones, and getting together for the traditional celebration with family and friends is on hold, to ensure we remain healthy and safe.  An ideal opportunity for bakeries and grocery stores to step up as good, corporate citizens and encourage families to remain safely at home and not gather in large groups for the traditional celebration.

Corporate Brands Adapting to Meet the Needs of Diverse Communities

Why not create individual sized Rosca’s or a version the size of a donut? This would enable families and friends to celebrate virtually in the comfort of their home.  A few of our favorite LA based bakeries, such as the Pacific French Bakery  pivoted and adapted the Rosca for our new norm. La Monarca  Mexican bakery is adapting a favorite sweet bread, the concha and modified it into “ Rosca Conchas”.

Felicidades to these retailers and brands that get it. Understanding the issues and traditions important to our diverse communities is key to business success. It will also strengthen your relationship with your customer base and employees and will demonstrate a desire for the brand to meet the needs of their customer while embracing culture and traditions.

Ensure Your Team and Consultants Mirror Your Customer

Moving forward, a one size fits all marketing, communication and community engagement strategy will not stick and will result in a loss of your customer base and market share.  A diverse team is no longer a nice to have, it’s essential for success in the changing business landscape. A diverse leadership team, employees and consultants will present fresh ideas, address inequities, and provide solutions to issues impacting our diverse communities.

Inclusive Marketing- Connects to the Heart and Soul of Your Customer and Employees

Life as we knew it, will forever be changed. 2020 reminded us of the need to be authentic, vulnerable, and engaged in our communities.

The Imagen Group is here to support your organization, providing visibility solutions utilizing integrated marketing and communications strategies enabling you to tell your story.  Our team of bilingual professionals will work hand in hand with your inhouse marketing and communication teams and general market agencies to adapt your existing initiatives and develop an inclusive marketing strategy to engage, empower, and educate diverse internal and external stakeholders.

We look forward to the opportunity to collaborate in 2021 as your partner,  to raise your visibility, enhance your brand and connect you to the heart and soul of your customers and employees. Connect with us to schedule a complimentary 30 minute consultation. www.theimagengroup.com or (626) 765-3553.