Hormel Returns For Seconds At International Creative Competition

CHICAGO (April 13, 2007) — The San Jose Group (SJG) continues its streak of creative award victories, adding two new Communicator Awards to its trophy case for both SPAM‘s “Balloons” and HERDEZ’s “Desde Arriba.”

SJG, Hormel’s Hispanic agency of record, captured two Awards of Distinction, one of the highest honors in the 13th Annual Communicator Awards Video competition. They were selected from over one thousand entries in the U.S. and throughout the world.

“We are proud to be recognized by such a distinguished organization with in our industry,” said George L. San Jose, president and COO of SJG. “To have the opportunity to bring home not only one, but two awards, is definitely a career highlight for our team.”

This is the second award won by “Balloons,” which launched in Los Angeles on August 2006, marking the iconic brand of luncheon meat’s debut into Spanish-language television in the U.S. Its title is a reference to engaging “thought balloon” affects that appear throughout the commercial. The balloons encapsulate visions of delicious meals prepared with SPAM, which two characters try to steal from one another in an intense, downtown chase scene. The commercial’s high-energy, urban appeal set out to solicit a curiosity of SPAM among Hispanic consumers as an incentive to trial.

“Desde Arriba” was the second commercial produced for HERDEZ Salsa, which launched in Phoenix, Los Angeles and Houston on May 2006. The title, which means “From Above,” refers to the consultation given by a young women’s grandmother as she desperately tries to recall the ingredients to her family’s salsa. The grandmother gently appears from beyond, accompanied by heavenly harp-sounding melodies. She then proceeds to offer her granddaughter advice on how to prepare the perfect salsa, which culminates in an unexpected ending. The commercial’s at-home, heritage-rich appeal set out to keep the U.S. Mexican Hispanic’s attention and further establish HERDEZ Salsas’ positioning as a category leader.

Both “Balloons” and “Desde Arriba” can be viewed by visiting

About The Communicator Awards

The Communicator Awards is one of the leading international awards programs recognizing creative excellence in the communication field. Founded by communication professionals over a decade ago, The Communicator Awards holds annual competitions for audio, video and print media. Entries and winners have come from all 50 states and numerous foreign countries. For more information, please visit

About The San Jose Group

Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets. For more information, visit