La Victoria back in TV advertising after 20 years


The La Victoria salsa/sauces brand, based in Chino, CA. and introduced nearly 100 years ago, re-enters the fray with a new brand campaign this month. Consumers in LA 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 and is reinforced by a new consumer website, which includes a blog where the new commercial can be viewed.

The 30-second spot was shot in the LA area. 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 LA debut occurs this month, with other markets to be added in the future.

“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 AOR, RIESTER, worked collaboratively to develop the refreshed La Victoria communication platform.

Riester’s Christina Borrego tells RBR-TVBR all about the buy:

Cable: Easy Mexican
Top Chef
Cake Wars
Next Food Network Star

Broadcast networks:
Boston Medical

Rachael Ray

Today Show
America’s Got Talent
Losing It with Jillian Michaels

Hell’s Kitchen