Maseca Launches New Effort.

Mendoza Dillon & Asociados has recently launched a new campaign for Maseca, the top selling corn masa flour in the world. The new spot, titled “Semana” (“Week”) will air in top US Hispanic markets. The campaign includes a television spot and various radio spots.

“This is a tough category to advertise. Our goal is to encourage increased consumption, so we decided to develop an idea that offered up several meal ideas for preparation every day of the week,” stated Helena Lomeli, VP Creative Director for the brand. In addition to meal ideas, the spot uses lively ear-catching music, appetizing food shots and a very comfortable and natural home environment that is sure to inspire dedicated mothers to use the Maseca brand even more.

The creativity of the spot was further enhanced with the added inspiration of Richard Goldstone, a top commercial director, and the expert editing of Tonawanda Pictures. “Our client was very pleased with the interest of the spot which was achieved through the use of creative editing. The result was a very warm spot that has a touch of whimsy and a whole lot of charm,” said Ms. Ingrid Otero-Smart, COO.