Riester shakes up market for Herdez Salsa.

Herdez 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 Valley’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.

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” 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’sMinnesota-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 ŒSalsa’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.

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 www.herdeztraditions.com. The campaign will run through mid-July. The winner of the ‘Welcome to HERDEZ’‚ trip giveaway will be notified mid-July.