La Agencia de Orcí Launches Ad Campaign For Gamesa.

La Agencia de Orcí & Asociados launched an Hispanic advertising campaign in Chicago for Gamesa USA, Inc., a division of PepsiCo. The Spanish-language campaign will extend Gamesa’s popular Hispanic cookie brands into “MiniPacks,” individually packaged cookie packs designed for the U.S. Hispanic market.

The campaign includes two :60 radio spots, interior subway rail cards and newspaper rack cards for La Raza, the largest Spanish language newspaper in Chicago. The campaign will also include a freestanding insert in La Raza. With the tagline “Perfectos para llenar el huequito” (perfect to fill the hunger gap), La Agencia de Orcí positions the individually-wrapped cookie packs as the right size treat to fill that empty, hungry feeling. The ads offer up Gamesa MiniPacks in assorted brands and promote the fact that they are the perfect size treat for all occasions.

Gamesa has recognized the enormous spending power of Chicago’s Hispanic market and widely distributes its line of products in the city’s Hispanic neighborhoods. Chicago is the 5th largest and one of the most diverse Hispanic market in the U.S. The Gamesa brand is widely recognized by U.S. Latinos from Mexico, in fact, Gamesa’s Single Serve product line represents around 60% of total Gamesa sales in Mexico. The Gamesa MiniPacks ad campaign announces to Hispanics that the brands they know and love are now available in single serve MiniPacks.

The campaign targets Latina mothers 18-49 years old with children that are 2-12 years old. These mothers are familiar with the Gamesa brand and buy cookies at least twice a month for their families.

The Gamesa MiniPacks product is available in: four-count cookie packs which are sold in either 12-count cartons or 60-count loose-filled cases designed to reach all classes of trade (grocery stores, wholesalers, catering trucks, club stores, mass retailers and others.) Gamesa initially offers MiniPacks in its most popular brands including Emperador/Vanilla sandwich cookie, Emperador/Chocolate sandwich cookie, Arcoiris (coconut marshmallow cookie), Merengue sandwich cookie, Piruetas lime flavored sandwich cookie and Combinado sandwich cookie.

“The Gamesa brand is widely known by Hispanics in the U.S. and Mexico for its great tasting line of select foods and snacks, particularly cookies,” states Virginia Rosenthal, Marketing Manager, Gamesa USA, Inc. “The new Gamesa MiniPacks extend our most popular cookie brands to a size that is portable, convenient and perfect for those moments when hunger strikes. We have received a great reception nationally, from both the trade and consumers, for our new MiniPacks and we are excited about the advertising campaign which will launch in Chicago this summer.”

“Gamesa’s MiniPacks are the perfect size snack to fill a child’s ‘Huequito.’ That is the Spanish phrase used to describe the void you feel when you’re a little bit hungry,” states Juan José Quintana, Vice President Executive Creative Director for La Agencia de Orcí & Asociados. “The creative of the campaign actually shows that void or gap in a kid’s tummy and, of course, how the Gamesa MiniPacks fill the void exactly. The ads also show Mom, the Hero, looking greatly satisfied as she prepares to solve yet another problem.”