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La Victoria® Ends 20-year Hiatus from TV Advertising

LOS ANGELES | June 22, 2010
The La Victoria® brand, based in Chino, Calif. and introduced nearly 100 years ago re-enters the advertising landscape with a new brand campaign this month. Consumers in Los Angeles will be introduced to a contemporized tagline, and be the first to see a new television commercial that delivers a modernized consumer message. This brand revitalization ends a 20-year break from TV advertising efforts and is also reinforced by a new consumer website www.lavictoria.com, which includes a blog where the new commercial can be viewed.

“Though we haven’t had television advertising in many years, the brand has been successful in a competitive food segment thanks to a reputation of bold flavor and freshness. We use a variety of fresh ingredients grown primarily in California’s farm country,” said Marty Wolesky, senior brand manager for the La Victoria® brand. “This campaign will remind southern California consumers that the full line of La Victoria® Mexican sauces and salsas is their ally in making exceptional Mexican meals!”

Consumer tastes for Mexican food has greatly evolved since the last advertising blitz for the La Victoria® brand more than 20 years ago. Today, robust, bold flavors are more sought out and meal preparation itself is increasingly a social event. Taking these trends into consideration, and guided by consumer research, the La Victoria® marketing team and their agency of record, RIESTER, worked collaboratively to develop the refreshed La Victoria® communication platform targeting consumers who love to prepare, eat, and experience great Mexican food.

Speaking on the development of the campaign, RIESTER’s Executive Director of Creative Services, Tom Ortega, said, “The La Victoria® brand represents an entire product line that appeals to adventurous cooks of every level. These are people who relish the moment of success. As we worked with this proposition, we found the tag line right in the product name: You. Victorious.™”

The 30-second television spot was shot in the Los Angeles area with veteran photographer and director Dana Tynan of Detour Films. Viewers will connect to memorable moments in the kitchen during the half-minute story, but will identify most with the grand finale: sitting down to enjoy a perfect meal with family and friends. The Los Angeles debut occurs this month, with other markets to be added in the future.

The La Victoria® brand is considered to be an innovator in the Mexican salsas and sauces category. The company was among the first-ever to jar salsa more than 90 years ago, expanding into a full line of products made with ingredients that are still grown today in the heart of California farm country. The entire La Victoria® brand product line— from salsas and sauces to peppers — appeals to today’s cooking enthusiasts, as well as to families who are enjoying more mealtime moments at home. Learn more by visiting www.lavictoria.com.

About the La Victoria® brand. The La Victoria® brand was established on the West Coast and among the first to make jarred Salsa and other Mexican Sauces more than 90 years ago. La Victoria® products include salsa, taco sauce, enchilada sauce, chiles and peppers. The line is known for its bold, robust flavors and is easily identified in the grocery aisle by its iconic label. The La Victoria® brand operates under MegaMex Foods LLC, a maker of a comprehensive portfolio of products that resonate with Mexican-American and mainstream consumers of Mexican foods. Visit www.megamexfoods.com to learn more.

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