AdExchanger: Why launch Cocina?
EMILIANO SACCONE: Im initially from Argentina, however Ive been based in California for the last 3 decades. Over that time, consisting of operating at Fox and releasing paid television networks in the United States for the Hispanic community, I saw both the huge group development and the starts of Hispanic marketing as we understand it today.
And so I put a number of things together. What connects all individuals? Other than music, the response is food. However I recognized nobody was discussing Latin food in an aggregated way or as a location that uses the lens of all Latin cuisines as an entry point to check out the Latin way of life as a whole.
How diverse is Cocinas audience?
Approximately half are of Latin origin and half are non-Latinos. This is proving a point I found out from music, particularly Latin music.
And now the exact same thing is occurring with food. Just look at Aarón [Sánchez] Hes Americas Latino chef. Hes well known in the mainstream, but if you asked a Latino what they believe of him, they d say hes legitimate, genuine.
Does Cocina have a first-party data strategy?
Content is our greatest property, and we do not publish arbitrarily. We do research about what will resonate with our audience. When and how our material is consumed that can be useful to our brand name partners, over time weve gotten a lot of insights to do with.
Through our own platform and by having our pixel on more than 1,200 publisher websites [by means of Hispanic mobile advertisement network Adsmovil], we track frequency, language, kind of content and time spent to define Hispanic users. We then disperse the profiles into three containers: unacculturated, bilingual and acculturated Hispanics.
We combine information, such as apps installed, ad engagement and content taken in, with our own information to enhance how we address our audience and to ensure message effectiveness for our brand name partners. We likewise have an innovative firm and shop where we work with brands directly. We just recently did work for Lexus during Hispanic Heritage Month.
How do you generate income from?
When we launched, we had modest ambitions in terms of monetization. First, we had to construct the Cocina story. We chose social media for obvious reasons. We do programmatic.
Now we are on the next stage, and thats a transactional relationship with the people that consume our content.
So, the combination of commerce and content. A lot of publishers are trying their hand at that now.
Were working to split the code and attempt for what turns a Cocina reader into a Cocina consumer. Commerce is among our core top priorities. Were getting motivation from players like BuzzFeed, however there is no one single service or strategy to achieve this objective.
If Im being sincere, I d state ask me about this four or 5 years down the line. Now, were utilizing content to create a destination, and the strategy is to make this destination into a market.
Cocina is already offering a few products, like hot sauce, coffee, jewelry and carry bags, through a section on your site called The Shop. Are those affiliate relationships?
We dont do affiliate simply. The Shop is still in the testing procedure. The concern were asking ourselves now is “Which products should we sell?” We do a great deal of research and use some of the same software application that big CPG business utilize to make choices about what item or flavor to introduce next. Were utilizing the software to get a concept of which Latino flavors are significantly ending up being more popular.
What have you discovered?
Typically, active ingredients go through a four-year cycle of growth and awareness. If, by year 4, something is still growing, it will most likely end up being mainstream. Although not a Latin sauce, sriracha is a fine example of this phenomenon.
Our idea is to determine Latin flavors that do not have much penetration with the US population at large however are plainly revealing indications of adoption. We match that with our own intent and habits data tied to our recipe content. If theres an overlap, we understand we have something.
Can you share an example?
Just recently, we did a test of chimichurri sauce. At finest its known by 7% or 8% of the population if you look at the data on chimichurri as it relates to intake in the US. Just a couple of years earlier, it was understood to barely 1% of the population, which indicates the growth has actually been tremendous.
We flew back to Argentina, discovered what we think is the worlds finest chimichurri and imported a few thousand systems to offer under the Natal name, which is Cocinas own food brand.
The chimichurri we brought back offered out in hours.
When youre selling online, scarcity is a fantastic technique. We accomplished a few things with this. Not just did we offer out of the product; we had an opportunity to acquaint people with other products readily available in The Shop. Because individuals were purchasing other items in addition to the chimichurri, the total ticket rate increased.
Im informing you that sometime in the next 4 years, chimichurri will become the next sriracha sauce– therefore we desire to plant our flag ahead of time.
This interview has been modified and condensed.

When previous Fox executive Emiliano Saccone first released Latin food and way of life site Cocina in 2017, audience advancement took precedence over money making.
” We needed to do 2 things at the start that were challenging to do concurrently,” said Saccone. He co-founded Cocina with celeb chef Aarón Sánchez, who now works as its innovative director and “chief chef officer.”
” The first is to be authentic to the Hispanic community, which is exceptionally diverse,” he said. “And the second is to lower the barrier of entry so that our content is accessible to non-Latinos thinking about Latino cuisine and culture.”
This ambition to serve the Hispanic community and non-Latinos factored into Cocinas choice to produce content in the English language instead of in Spanish. Second-generation Latinos in the US are frequently bilingual. But theyre likewise in the middle of a “shift in frame of mind,” Saccone stated.
Over the past 10 years, Hispanic millennials have been embracing not just the reality they have a Latino background, Saccone stated. They “were suddenly proud and checking out all elements of their culture, including food– but they wished to do it with a contemporary spin.”
Today, Cocina reaches roughly 3.5 million individuals in the United States on a month-to-month basis. In addition to direct sales and programmatic, its pairing content and commerce– like offering its own chimichurri sauce, which Saccone is wagering will end up being “the next sriracha” crossover food hit.
Saccone spoke with AdExchanger about interesting a young audience, first-party data and what the growing appeal of chimichurri indicates for Cocinas budding commerce service.

This ambition to serve the Hispanic neighborhood and non-Latinos factored into Cocinas decision to produce content in the English language rather than in Spanish. I understood no one was talking about Latin food in an aggregated method or as a destination that uses the lens of all Latin foods as an entry point to explore the Latin way of life as a whole.
We integrate data, such as apps set up, ad engagement and content consumed, with our own data to enrich how we resolve our audience and to guarantee message performance for our brand name partners. We had to build the Cocina story. Were working to crack the code and attempt for what turns a Cocina reader into a Cocina client.