Key Takeaways:
- Ortega, a Mexican-inspired food products brand under B&G Foods, has undergone a brand refresh with a new logo, packaging, and brand platform called “Now it’s a Fiesta.” Schafer Condon Carter, the brand’s agency of record since December 2024, spearheaded the overhaul to appeal to Gen Z and millennial consumers and boost visibility on store shelves. National advertising for the refreshed brand is set to launch in early February.
- Despite the growing popularity of international foods in the U.S., Ortega has experienced declining sales due to supply chain challenges and increased competition. The brand’s refresh aims to reposition itself and attract a new generation of consumers.
Insightful Analysis:
Ortega’s brand refresh comes at a time when Mexican cuisine ranks as the third most popular food category in the U.S., particularly among young consumers. The brand’s new platform, “Now it’s a Fiesta,” features a series of video ads starring Mac Hanson, aimed at turning ordinary moments into extraordinary ones with the help of Ortega products.
Amidst a growing international foods market, Ortega faces stiff competition from established brands like Old El Paso and new entrants such as Siete and Taco Bell. Supply chain disruptions, including a significant loss of chilies crop in South America, have further contributed to the brand’s challenges.
Looking ahead, Ortega is exploring co-branded products like the Cheez-It taco shell and partnering with celebrity chef Kelsey Murphy for on-site activations. The brand’s efforts to connect with younger consumers include strategic marketing initiatives and experiential events like the upcoming Player’s Tailgate at the Super Bowl.
B&G Foods reported a slight decline in third-quarter revenue, with a reduction in consumer marketing expenses. However, the company remains focused on driving growth and engaging with its target audience through innovative products and partnerships.