• by Karlene Lukovitz  @KLmarketdaily, October 7, 2011

Kraft Foods' Oscar Mayer Delifresh brand has launched a "Sandwichemos" app on Comida Kraft's Facebook page.

The app encourages Hispanic consumers, who highly value using food/meals to bond with family and friends, to connect with the brand by building virtual sandwiches.

The concept: The sandwich ingredients, including the lunch meats, have "personalities," and users select ingredients and match each with the personality of someone within their Facebook friends' group. Finished sandwiches are shared via posting on the Facebook walls of friends and family members.

For example, the brand's Cajun seasoned chicken breast "has a big heart"; its roast beef is "strong and unwavering"; and its brown sugar ham is "sweet and innocent."

The app is being promoted through a digital media buy with Telemundo, and banner and Facebook ads. Cast members from Telemundo’s morning show, Levántate, are part of a “sandwich” being used within the banner ads. The app also will be mentioned on the show and within a cooking segment in which Deli Fresh recipes will air, according to Oscar Mayer association brand manager Lynne Strickler.

Comida Kraft's Facebook page currently boasts more than 76,000 likes.

Dentsu Network's digital sister agencies 360i and Firstborn collaborated to create the app for Oscar Mayer Delifresh.