ORTEGA
The Ortega brand was once the CPG leader in the make-at-home Mexican food category. Old El Paso left Ortega in the dust, outspending and out-innovating them, leading to diminished distribution and shelf space.
So how to you breathe life back into a brand on the brink? Well to start, you think outside the taco shell box to help moms answer the question; "What's for dinner?" We made it a bit easier for her by giving her the ingredients to make any meal simply delicious. Just add a little Ortega.
Make it from Scratch
The first step was to redesign a sad, outdated website. Every communication touch point would be driving to Ortega.com, so we needed it to be functional, useful, and most importantly, tasteful.
Mama Ortega
Maria Conception Jacinta Dominguez Ortega or "Mama" is the Matriarch of the Ortega brand (no joke). I won't get into all that but we did dig into the history of how Ortega came to be and we used her likeness to help reintroduce and energize the Ortega brand.
From Mama to Moms
To help Moms with there good work, we provided easy meal solutions with contextual display ads, rich media mobile and social content.
Keeping it Fresh
From back-to-school lunch ideas to random acts of tacos, content creation and curation kept the "add a little Ortega" message topical, relevant and fun.
Mom-to-Mom
We enlisted influencers to share their own, unique recipes and enabled them with an "add a little Ortega" toolbox to ensure the content aligned with the campaign.
Good Relations
To help generate media buzz, we created PR kits that included new Ortega innovation products along with "add a little" recipes.
Basket-Filling Activation
Ortega innovation products were supported with in-store POS with offers to help to help drive sales and conversion.
