SJG to Spice up Hispanic Advertising Efforts for Herdez

CHICAGO (April 5, 2000) — The San Jose Group has been selected as the Hispanic advertising agency of record for Herdez Corporation, Stockton, Cal.  The corporation is a U.S. joint venture between Austin, Minn.- based Hormel Foods Corporation and Grupo Herdez, S.A. de C.V. in Mexico City.

SJG will be entrusted with advertising the Herdez line of authentic Mexican food products toward the U.S. Hispanic consumer segment. The product line, which is marketed under the Herdez, Dona Maria and Bufalo√Ç¬Æ brand names, includes over 40 SKU’s of salsa, mole, nopalitos (tender cactus), bouillon, peppers, hot sauce and more.

“The San Jose Group has a proven understanding of Hispanic packaged goods marketing, as well as the strategic and creative expertise we need to pull the products at the retail level,” said Steve Lykken, senior product manager of ethnic products at Hormel Foods Corporation.”  He added, “They will be instrumental in helping us leverage the strong equity of the Herdez brand name in order to meet our aggressive sales goals in the U.S.”

The San Jose Group will develop and launch test market programs prior to a national rollout. The campaigns are envisioned to consist of advertising across radio, television, print and outdoor, as well as in-store sales promotions in core markets.

“It is an honor to have been selected to serve Herdez and its family of brands. The product line stands for quality, meets a definitive need in our consumers’ lifestyle and has a practically limitless potential for growth,” said Mr. George L. San Jose, president and COO of The San Jose Group.