CHICAGO (March 27, 2007) — The San Jose Group (SJG) was signed by Hy Cite Corporation as its Hispanic agency of record to develop and manage its first comprehensive branding and marketing program for the Royal Prestige product line.
Hy Cite, which owns Royal Prestige brand, is a direct marketer of innovative cookware and kitchen items, including dinnerware and fine china, juicemakers, kitchen knives, water filters and other items. Royal Prestige is best known for its Health System cookware, which utilizes new advances in science and technology for waterless and greaseless cooking.
SJG was selected by Hy Cite to help the company carve out an ownable and compelling brand for its high-end cooking products.
“These products are ‘the Mercedes’ of cookware,” said George L. San Jose, president and COO of SJG. “While Hy Cite has been successful at generating Hispanic sales over the years, our task will be to put a face on this brand to pre-sell the customer and make its sales force’s job even easier. We are connecting the brand and the consumer to their core purpose.”
SJG launched new campaigns in the first quarter of 2007 on multiple Spanish-language networks, including Univision, Telemundo and Galavision.
The first execution, a :60 spot titled “Transitions,” departs from the traditional cooking demo, infomercial approach most commonly used in this category. Created with a highly stylized, retro-chic appeal, the spot places Royal Prestige pots and pans center stage as glimmering props held by perfectly coiffed female dancers who twirl and glide to an infectious Latin beat. Cross sections of vividly hued zucchinis also get their groove on, morphing and multiplying into more dancers who fill up the screen in perfect synchronization with one another. The spot ends with a toll-free number and the tagline “Cocina al Maximo” (Cook to the Max).
“We’re excited about how this marketing initiative will re-introduce our brand’s image to our consumer,” said Miguel Gonzalez, vice president of Latino sales for Hy Cite. “In the end, it will help our distributors do what they do best, which is sell.”
About Hy Cite Corporation
Headquartered in Madison, Wisconsin, Hy Cite Corporation is a direct marketer of innovative kitchen items and accessories developed by world-class designers who work with leading experts in health and nutrition. The company owns the Royal Prestige brand and was founded in 1959 by its chairman, Peter Johnson, Sr. For more information on Hy Cite Corporation, please visit www.royalprestige.com.
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 www.thesanjosegroup.com.