Herdez Salsa Looks For English Audience With Riester

Campaign To Focus On Shared Heritage

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Herdez Salsa is launching its first English-language campaign in Phoenix, Ariz. in order to relate to the American consumer and broaden its market.

Titled "Welcome to Herdez," the campaign was launched this month by full-service marketing firm Riester. Led by Riester-Kalis, the agency's packaged goods and retail division, the campaign is centered in tradition and heritage-shared traits with American consumers of all generations and backgrounds. It includes English-language television and print advertising. Riester also created an internet campaign (www.herdeztraditions.com) that shares popular recipes and offers a chance to win a seven-day vacation for a family of four to the Mexican Riviera. The internet campaign runs till mid-July. "'Welcome to Heredez' is an experience that speaks to all audiences," said Tom Ortega, executive creative director at Riester. "By connecting the authentic and colorful character of Mexico with the real attributes of the product, the commercial is able to evoke positive, memorable emotions in the viewer. From the very beginning, we wanted to create a commercial that was as authentic as the product."
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