MountainKing Potatoes @ K. Fernandez & Associates.

Houston based MountainKing Potatoes has selected K. Fernandez & Associates as its advertising agency for its statewide product brand assignment in Texas. K. Fernandez will handle advertising that includes creative, media, FSIs and in-store POS to reach the general market and Hispanic consumer by focusing on the MountainKing Butter Reds® and Fingerling Potato line products.

“Texas is a huge opportunity for MountainKing Potatoes to grow our market share,” said Pat Goolsby, President of MountainKing Potatoes. “We want to step up our branding efforts in Texas, especially with these two great products: Butter Reds and Fingerling Potatoes. Karla and her team’s market knowledge of the grocery shopper will help us put MountainKing Potatoes top of mind with the consumer and introduce them to the new line of quality products we offer.”

The branding campaign will launch November 2005 with an FSI distribution and OOH; just in time for the holiday season. The campaign will run for the remainder of 2005 and beyond.

“MountainKing grows a better tasting potato and we know that families across Texas will agree,” said Karla Fernandez Parker, President of K. Fernandez & Associates. “Our task, as we take on the brand building assignment for MountainKing, is to focus on differentiating their products which are superior in taste and quality. With potatoes a household staple for everyone, who wouldn’t want to buy a better tasting potato?”