Blue Ribbon Rice partners with Horoscopos de Durango.

Blue Ribbon rice, a brand of American Rice Inc., has partnered with Regional Mexican super stars Los Horoscopos de Durango for advertising and promotional efforts.

The partnership allows Blue Ribbon to use the image and likeness of Vicky and Marisol Terrazas, the lead singers of the famous ‘duranguense’ group.

“This effort will connect strongly with our key Hispanic consumer and strengthen that bond we seek that creates loyal Blue Ribbon consumers. We are connecting with them at a higher emotional level than ever before”; states Blue Ribbon brand manager Sandra Ramirez.

The agency handling this program, alPunto Advertising out of Tustin, CA has coordinated a production that includes TV spots, radio, a photo shoot for print and outdoor, web, and social media. The TV production handled by ONAC Inc. took place last week in Los Angeles. The creative continues to include TV personality Elva Saray as spokesperson, while now adding her two “new AMIGAS”, Vicky and Marisol from Horoscopos de Durango.

According to alPunto Advertising’s Chief Business Strategist, Enrique Turegano, “This is a great effort that shows understanding of the Latino rice buying consumer; we are taking one of her passion points – music – and delivering a life enriching program that captures fun, food, friendship, health, motherhood, and many other aspects of her hectic life wrapped in an enjoyable and relevant manner.”

The program also includes the development of a Blue Ribbon jingle composed and sung by Los Horoscopos de Durango; the jingle will be available for downloading from www.arrozblueribbon.com. Blue Ribbon rice will be launching the new creative by mid May. The brand will also be involved in soccer efforts in preparation for the world cup as well as participating in relevant events and promotions.