ConAgra wanted to reach all shoppers at Walmart with their new Banquet product introduction. 
They began with a General Market strategy and evolved to an efficient and effective Total Market + Hispanic-Dedicated dual effort.
Hispanics like a more balanced, fresher and nutritious meal, frozen doesn’t deliver on that. We’re focused on that more than time pressures, we knew that non-Hispanics like quality, and a better meal too. And the news was about this being NEW from Banquet.
The platform name included the word "Delicious" to help us communicate that this frozen food is good, despite perceptions.