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
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