Why the name Tomato-Tomate?

Tomates originated in the Andes Mountains of South America. They come in various sizes, shapes, colors, and flavors, embodying the rich diversity within the Latino community. Finally, 70% of US Latinos are bilingual; they say tomato and tomate. 

Is it Latino, Hispanic or Latinx?

Don’t forget Latine, the inclusive language option. It’s a complicated subject, and many articles about it are online. The truth is that there’s no easy answer. We use Hispanic and Latino. Just don’t use Latinx.

Can I do a test before fully committing to this effort?

Do you ask the plastic surgeon to do a nip-tuck test on your belly…Hope not! You trust their expertise and track record. We are committed to our craft and to partner with you, not create piecemeal approaches.

Why can’t I just translate my brand’s content into Spanish?

Translations are appropriate when you’re just transferring meaning from one language to another, like for technical or legal documents. Creative content requires adaptation of tone, style, and cultural references to be effective with other audiences.

We work with an ad agency. Can you collaborate with them in this process? 

Yes! We love working with agencies and finding ways to complement each other’s work for the good of the brand.

I took Spanish in high school, can’t I just do this myself?

Have you also learned some karate as a kid? You should try MMA, then.

Guacamole with or without tomate?

This might spark a controversy, but no tomates for us.

We create our content in-house. Can you help us get it right for this audience?

Absolutely. Besides the ideation, we can also assist you during your production to ensure your content comes out authentic.

We’ve never looked into this segment before, where do we start?

Show interest. Get to know Hispanics in your circle. Ask us questions. We don’t bite.

I don't have a budget for research, so what do I do? 

No problem! We apply industry experience to deliver best practices and thought leadership to the basic principles that you may best embrace for your business.  This is an awesome proxy to which you can best adapt.

What’s our favorite tomato recipe?

Mojo de ajo y tomate. A must with tostones.

Can I just use my General Market approach to address my Hispanic Market needs?

Not necessarily, as adaptations are essential for all core audiences.  We will showcase where there are overlaps that can best be exploited versus those areas where endemic approaches are best embraced.

Can you achieve any positive results with a small media budget?

For sure! We will demonstrate how your brand can achieve significant growth and impact, even with minimal budgets, and explore strategies for continued evolution over time.

Can I cover all Hispanics at once? 

Better think this through before trying to fit all Latinos into one persona… I mean, is Bad Bunny the same as Maná!

Would I have to change all my consumer-facing content?

From a Media perspective, we leverage our relationships to ensure that we have alignment with the properties with which we will engage as part of our negotiations and partnerships.

We’ve been doing fine without doing anything special for this audience. Why should we do it now?

If you’re fine leaving money on the table, you shouldn’t.

I practice my Spanish every time I’m in Cabo, can I also practice during our meetings?

Por favor, no.