Grupo Gallegos Agency Resigns Mission Foods Ad Account

Move Follows Announcement of Account Review

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NEW YORK (AdAge.com) -- U.S. Hispanic shop Grupo Gallegos said it is resigning the advertising account of Mission Foods, one of the biggest tortilla makers in the U.S., because the company’s new head of marketing is putting the business into review.
The Mission Foods ad account went into review shortly after the company named a new marketing VP.

Les than $5 million
The account is believed to be worth less than $5 million. Irving, Texas-based Mission Foods is owned by Grupo Maseca’s Gruma Corp. of Mexico.

John Gallegos, the agency’s president, said that Mission Foods’ new VP-marketing decided to conduct a review for all advertising services two months after his arrival and without first meeting current agency Grupo Gallegos.

“We would have liked to have been given the opportunity to meet the new head of marketing at the company to discuss our history with the account and future opportunities,” he said. “Given that the agency/client relationship has changed, we have chosen not to participate in the review.”

New marketing VP
David Garrett, Mission Foods’ new VP-marketing, did not immediately return calls. Mr. Gallegos said his agency handled creative, media, packaging and new products for the company’s Mission and Guerrero brands. A commercial for one new product, Gorditas (a traditional Mexican food made from thick corn disks that puff up when cooked and stuffed with fillings) created so much demand for the product that advertising had to be pulled, Mr. Gallegos said.

Mr. Gallegos said the loss of the business won’t affect any jobs at the agency. Five-year-old Long Beach, Calif.-based Grupo Gallegos is a fast-growing independent shop with a strong creative reputation. Other clients include Tecate beer, Energizer, Fruit of the Loom, Comcast and the California Milk Processors Board.

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