Juanita’s Breaks The Mold.

Juanita’s Foods introduced its new Hispanic advertising campaign with an unprecedented “sell” approach. The new campaign developed by Juanita’s longstanding agency of record, Los Angeles-based integrated marketing communications agency Acento, steps away from the typical happy-families-eating-in-the-kitchen approach traditionally used to sell Mexican products.

Acento developed and produced three television commercials: “Menudo – Hungry Poet,” “Chile Verde – Tango,” and “Pozole – Más Frijoles,” featuring non-traditional elements in upbeat, contemporary environments to highlight the authentic Mexican style dishes. The new campaign achieves messaging that distinguishes Juanita’s from other packaged goods, focusing on the Spanish-dominant female 18 to 49 target, while keeping to the brand and company values of authenticity and homemade taste.

“This campaign shows Juanita’s in a new light that is more impactful for our consumers,” stated Juanita’s Foods’ Vice President of Marketing, Roberto Orci. “Acento provided first-rate creative development, production, account management, and media planning that will result in a most effective and attention-getting campaign,” added Orci.

“Juanita’s new line of products is outstanding, and we wanted to create ads that were as outstanding as the products,” stated Benito Martinez-Creel, President/CEO of Acento. “We stepped away from the typical approach of showing happy families in the kitchen and, instead, we convey the husbands’ appreciation in a novel way using music and poetry.”

Juanita’s new campaign started in October with a combination of TV and radio in three key Hispanic markets: Los Angeles, Houston, and San Antonio. The campaign will provide on-going support to Juanita’s core products, Menudito and both Pork and Chicken Pozole, but will also help support a new product launch for Chile Verde and Chile Colorado, meat-based stews in spicy green or red sauce.

To view commercial CLICK below:

https://hispanicad.combanners2/films/ChileMail.wmv