ORTEGA
Ortega was once the go-to brand for make-at-home Mexican food. But when Old El Paso outspent and out-innovated them, Ortega slipped—losing distribution, shelf space, and relevance.
The challenge: how do you revive a brand on the brink? Our answer—think beyond the taco shell. By reframing Ortega as the easy solution to the everyday “What’s for dinner?” dilemma, we gave moms the tools to make any meal simply delicious. Just add a little Ortega.
Make it from Scratch
The first step was overhauling an outdated, uninspiring website. Since every communication touchpoint would lead to Ortega.com, it had to be functional, useful, inviting, and above all, flavorful.
From Mama to Moms
Maria Conception Jacinta Dominguez Ortega—“Mama Ortega”—is the matriarch of the brand, and we drew on her legacy to reintroduce and energize Ortega. To support moms, we provided easy solutions through contextual display ads, rich media, and social content, keeping the “add a little Ortega” message fresh, helpful and fun. Ortega innovation products were supported with in-store POS and we amplified the campaign with "mom influencers," and generated media buzz with PR kits featuring new product innovations.
