After celebrating the 60th anniversary of “Pace” picante sauce in 2007, only Campbell Soup launched a new campaign for its “Pace” salsa brand that promotes both its established picante and salsa products as well as a new line of five specialty salsas, which debut nationally this month. The tag, “Pace. Made Right Since 1947” celebrates the authentic craftsmanship that has been the hallmark of how “Pace” salsas have been made since they were first formulated by David Pace over 60 years ago in San Antonio.
The new campaign was developed following an exhaustive integrated-agency immersion into the brand, its consumers and its unique heritage. Inspired by observations from the pepper fields where Campbell sources its ingredients to the production of the “Pace” salsa in Paris, Texas, the agency partners developed a campaign that utilizes a similar handcrafted look, sound and feel across all creative elements in order to emphasize the craftsmanship that goes into every bottle of “Pace” salsa.
In addition to the advertising developed for TV and print by Y&R, the extensive campaign includes a new website and on-line advertising created by G2 Communications (New York) and complementary promotional materials by Marketing Drive (Norwalk, CT). Mediaedge:cia (New York) handles planning and placement. MECi (New York) handles on-line media planning and placement. Public Relations are handled by Dublin & Associates (San Antonio, TX).