Hispanic marketing is a primary growth strategy for Kraft Foods North America, and couponing is an important part of the effort. Over the holidays, Kraft distributed via direct mail "Comida Y Familia," a Spanish version of its "Food & Family" newsletter. Along with recipes and tips, the eight-page bilingual leaflet contained three coupons. The pamphlet reached Hispanic households as part of a co-op program called Carmen's Cupones y Consejos (Carmen's Coupons and Tips), from Walters ...

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