RIESTER to 'Shake Up' Market for National Brand of Salsa

Phoenix-based ad agency launches first-ever English-language advertising

campaign for HERDEZ(R) Salsa

Jun 06, 2007, 01:00 ET from RIESTER

    PHOENIX, June 6 /PRNewswire/ -- HERDEZ(R) Salsa is launching its first
 English-language campaign in Phoenix. The effort will leverage the brand's
 authenticity to initiate a long-lasting relationship with the area's
 general market. The campaign's ultimate goal is to inspire consumers to
 share the brand promise of tradition and authenticity among their circle of
 friends and family.
     'Welcome to HERDEZ' was launched this month by RIESTER -- a full
 service marketing firm, specializing in advertising, public relations,
 public affairs and internet strategy. Spearheaded by RIESTER-KALIS, the
 company's packaged goods and retail division, the campaign 'Welcome to
 HERDEZ' is centered in tradition and heritage -- shared traits with
 American consumers of all generations and backgrounds. It includes:
 English-language television advertising, print and a sophisticated
 interactive online campaign.
     "All of our work unfolds within the context of Brand Activism(TM) -- a
 belief that the most successful brands are those built upon groups of
 consumer advocates," said Tim Riester, president and CEO of RIESTER. "Our
 work with HERDEZ is an excellent example of this approach. Our client
 challenged us with creating a campaign that would capture the brand's
 personality while inspiring a kinship with the target market to the point
 of triggering an informal referral program."
     Sharing thoughts about this approach from a cultural standpoint, Sergio
 Carlos, director of multicultural services at RIESTER, said, "From a
 multicultural marketing perspective, this campaign is more of what we are
 going to see in the future. In this instance, we have a staple of the
 Mexican-American diet that has found ready acceptance and is appearing on
 other cultural groups' tables. Although cultural relevancy continues to be
 critical, as the general market becomes more diverse, ethnic influences
 will continue to transfer into non-ethnic markets. As a result, clients are
 seeking marketing solutions that resonate with multiple audiences without
 compromising the message."
     According to Murray Kalis, partner of RIESTER-KALIS and account
 director of Hormel Foods, HERDEZ's Minnesota-based partner helping market
 and distribute the brand within the United States, this approach is new for
 the company. "Until now, they've focused solely on the first-generation
 Spanish-speaking Mexican-American consumer. But HERDEZ is steeped in
 tradition and heritage; a valuable brand promise that has not been explored
 with the general market. HERDEZ is from 'salsa's' country of origin. This
 heritage combined with a delicious product gives them an edge over the
 competition because the consumer is looking for authenticity."
     Further commenting on the connection with the consumer, Tom Ortega,
 executive creative director at RIESTER, said, "'Welcome to HERDEZ' is an
 'experience' that speaks to all audiences. 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."
     The television commercial was shot entirely on location in Mexico City
 among the districts of San Angel and Coyoacan through the collaborative
 efforts of RIESTER, Beachhouse Films based in Los Angeles and Cedro Films
 based in Mexico City. Interestingly, the market and family kitchen scenes
 were created and shot at the historic landmark family estate of Emilio El
 Indio Fernandez, an actor and film director from Mexico's Golden Era of
 cinematography. See the commercial by visiting
 http://www.herdeztraditions.com. Experience the shoot at
     Equally important to the campaign is a sophisticated Internet campaign
 that shares popular recipes and invites visitors to enter the names of
 friends as well as enter to win a seven-day vacation for a family of four
 to the Mexican Riviera, a location known for offering both a contemporary
 and traditional Mexican experience. Visit 'Welcome to HERDEZ' online at
 http://www.herdeztraditions.com. The campaign will run through mid-July.
 The winner of the 'Welcome to HERDEZ' trip giveaway will be notified
     About RIESTER
     As one of the top marketing firms in the Western United States, RIESTER
 offers its clients a complete range of services including; research, brand
 planning, media planning and buying, broadcast and print ad creation,
 publicity, government relations and Web marketing. The agency has offices
 in Los Angeles, Salt Lake City, Phoenix, and Washington, D.C.
     RIESTER is the agency of record for multiple regional and national
 clients including: Gold's Gym International; McDonalds; Culligan; Hormel;
 HERDEZ; Veterinary Pet Insurance; Arizona Lottery; Scottsdale Convention
 and Visitor's Bureau; Casino Arizona; the Arizona Meth Project; and the
 California Department of Conservation. RIESTER's public affairs activities
 include statewide and local ballot measure campaigns as well as candidate
 campaigns for municipal, state and federal office.
     RIESTER has been named the fastest growing, privately held advertising
 and public relations agency in the country by Inc. magazine four
 consecutive years. In 2001, Creativity Magazine listed RIESTER among the
 Top 20 Creative Agencies to Watch in America. Visit us on the web at