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Unilever Bestfoods
Acknowledging that the rate of Latino voters was half the national average in the 2000 presidential election, Unilever Bestfoods, manufacturer of eight of America's premier food and beverage brands, is leveraging their scheduled participation in Hispanic festivals around the country this year to register Latinos to vote. In all, UBF's voter-registration drive is on track to visit 13 festivals between March and September and reach a potential audience of 3.3 million persons. In hopes of capturing the hearts and minds of Latino voters at these festivals, Unilever Bestfoods has gone above and beyond a typical voter registration booth. Rather, UBF has assembled a massive traveling pavilion that is fashioned to resemble the traditional plazas of Latin America. This pavilion, called "La Plaza del Sabor", houses numerous kiosks, information booths, and a central stage, and provides visitors with gifts, interactive games, food and entertainment as they register to vote. "Democracy cannot work without participation by all sectors of society," said James Fish, UBF Customer Marketing Manager and Hispanic Team Leader. "By offering our presence at major Hispanic festivals to register Latinos to vote, we hope to strengthen our democratic system, while helping empower a community, which our brands value both as a market and as a culture." |