Unilever made a mejor step into Hispanic marketing this week with the launch of ViveMejor, a digital, print, TV and retail program, reports Ad Age.

Prior to launching, Unilever conducted an 800-person study on the shopping behavior of Hispanic Americans. They found this demographic shops more because they prepare meals at home and prefer communicating in Spanish.

However, they enjoy their shopping experience less than the general market.To combat this sentiment, ViveMajor will distribute a free bilingual magazine in stores featuring recipe and home tips, a bilingual website, and TV segments on Spanish-language TV, such as five-minute segements on"Disepierta America," or "Wake Up America."

The website will also feature food and personal care brands, social features and branded content like fashion and beauty advice.

Like many marketers, Unilever has been slow to react to the demographic. The company also trails Procter & Gamble in aggregate marketing spend toward this demo. Unilever spent $38.4 million on Spanish-language media, while P&G spent almost $145 million.