LOS ANGELES: Kingsford charcoal is expanding its outreach to the Hispanic community, with help from ESPN Deportes. The "Kingsford en tu…" ("Kingsford in your…") integrated campaign uses television, radio, and mobile components, and the company also did community outreach, refurbishing a park in the Los Angeles area.

Kingsford is working on an overall strategy to extend the grilling season beyond the typical Memorial Day to Labor Day, and also continuing to build a relationship with Hispanics, who "over index ...