Herdez Launches In The Hispanic Market

CHICAGO (September 15, 2000) – The San Jose Group, the agency-of-record for HERDEZ, the authentic Mexican food product line from Hormel Foods Corporation, has just announced the launching of their campaign for the Hispanic market. HERDEZ is one of the most prestigious family of brands in Mexico and is best known for its guaranteed quality and freshness. The HERDEZ campaign, launched on August 28 in the Chicago and Houston markets, is a pilot test prior to a national roll out. The campaign features their awarding-winning BUFALO Hot Sauces, HERDEZ Salsas and DONA MARIA Mole.

The objective for the campaign is to build a consistent brand identity among the three HERDEZ product lines: HERDEZ, DONA MARIA and BUFALO, while highlighting each of these lines’ distinctive attributes and characteristics, stated Veronica Villalon, Director of Account Services at The San Jose Group. “In addition to building brand awareness, we also want to communicate the quality, freshness and authenticity of the products that our consumers know and love from Mexico,” stated Steve Lykken, Senior Product Manager – Ethnic Group at Hormel Foods Corporation.

The campaign is geared toward Mexican-American adults between the ages of 18 – 54 and highlights their nostalgia for authentic Mexican food. The HERDEZ campaign launched with three (:60) radio spots, three (:10) television, billboards and P.O.P. with the tagline that made these products famous in Mexico, “Herdez, Hechos con Amor” (Made with Love). “We wanted to incorporate the tagline used in Mexico to give our consumers a taste of home when purchasing any HERDEZ product,”‘ stated Lykken.

Each of the three product lines also has its own tagline used in all advertising: Dona Maria Es…Mi Mero Mole (Dona Maria Is…My Real Mole), Salsas Bufalo… Pican de Verdad (Bufalo Hot Sauces…They’re Really Hot), and Herdez, Hechos Con Amor (Herdez…Made With Love). The connecting factor throughout the creative executions is the love for authentic Mexican food through humorous scenarios, and the corporate identifier, Herdez… Hechos Con Amor.

About The San Jose Group

Incorporated in 1981, The San Jose Group is a consortium of marketing communications companies specializing in reaching the Hispanic and non-Hispanic markets in the U.S. and Latin America. Headquartered in Chicago, the Group’s expertise, services and resources transcend domestic and international markets.