The Bravo Group of Agencies for Ragú and Oreo Ranked #1 and #2 by IAG Research.

Two ads created by The Bravo Group of Agencies, including flagship brand Bravo and its multicultural agency – MosaicaMD – have been ranked as the number one and two most-recalled Spanish-language TV ads, according to IAG Research. A Ragú pasta sauce ad created by Mendoza Dillon, which merged with Mosaica in 2005, was ranked as the most-recalled ad on Spanish-language TV stations Univision and Telemundo. An ad created by Bravo for Oreo cookies was the second most-recalled Spanish-language TV ad.

IAG Research measures viewer response to all primetime ads that aired on Univision and/or Telemundo from August 1st through December 16, 2007. With a recall index of 218, the top-ranking Ragú spot was more than twice as memorable as the average Spanish-language spot airing during this time period. With an index of 213, the Oreo cookie spot was the second most recalled Spanish-language TV ad during this time period. Other spots, which ranked among the top ten most-recalled ads on Spanish-language TV during the same period, include Glad, Pepsi and Disney Parks, among others.

“We’re thrilled that our work is recognized by the very target our advertising is created for, the Hispanic consumer,” said Eric Hoyt, President and COO, The Bravo Group. “Not only are the spots honored for their creative excellence in this manner, the ranking as number one and two acknowledges that the consumer is responding to effective work,” he noted.

In the Ragú spot, “Delight,” a little girl licks her fingers to get the last bit of Ragú sauce from her plate of pasta and then licks the plate clean. The tagline, “Disfrute lo Bueno con Gusto” (Enjoy the Good Things with Pleasure), conveys what the visual message brings to life. It’s a humorous moment with the family as the cute little girl tells her dad he has sauce on his face, not realizing hers is completely covered in Ragú. The spot also conveys that, what’s more, not only do kids love the sauce, but they are eating a full serving of vegetables as they eat their pasta.

Bravo’s Oreo cookie TV spot, “Father and Son,” which began airing April 2007, begins with a boy asking his father if he wants to know what he learned today, which is “how to eat an Oreo cookie”. Once the father responds ‘yes’ the boy explains and demonstrates the steps of opening the Oreo cookie: twist, lick and dunk. After, the father expresses his enjoyment of the cookie by picking up another one, and saying to the boy, “Let’s see if I got this right!”

While Hispanic consumers have always loved Oreo cookies, they were not necessarily aware of the cookie’s ritual of the twist, lick and dunk. The spot teaches Hispanics how to enjoy an Oreo cookie, “la abres, la pruebas, la mojas,” creating a bond between family members.

“Oreo is a well-known, iconic cookie brand that has a strong connection with families and friends worldwide, and this resonates well with the Hispanic community,” said John Ghingo, Sr. Brand Manager for Oreo, Kraft Foods. “Bravo was able to create a highly impactful commercial with humor and emotion,” continued Ghingo.