Chicago-based Indie Agency SCC Rolls Out Brand Relaunch for Ortega
Sales of international foods in grocery stores are experiencing an “aha” moment, driven by an increase in diverse populations seeking new taste experiences. Estimates project sales could approach $10 billion, with consumption of Mexican foods driving momentum. In fact, Mexican cuisine is the third most popular cuisine in the United States, according to information published by Datassential.
Leading the way is General Mills’ Old El Paso™ brand. B&G Foods’ flagship line of Ortega™ products wants to upend this status quo. It is the number one selling brand of taco sauces and a household name. However, sales have been declining and the brand is now facing increased pressure from new entries such as PepsiCo’s Siete and restaurant brands like Taco Bell, which is licensed at retail by the Kraft Heinz Company.
Let’s take a look…
So, Ortega is launching a major rebranding effort backed by a significant marketing push and in partnership with its new creative agency partner, Schafer Condon Carter (which was retained in December 2024). The multidisciplinary effort includes a new brand identity, new packaging design, product innovations, retail activations and a new advertising platform and spokescharacter, among other elements. The national advertising campaign rolls out this week, concurrent with the Super Bowl season and the start of the new year.
“We’ve got new innovations. We’ve got new licensing deals. We’ve broadened our distribution. We’re zeroing in on a new generation of consumers. And we’ve got the right marketing partner to help us reach even more consumers through a strategic mix of media, compelling creative and experiential marketing that meets them where they are,” said Chris Kirwin, Director of Brand Marketing at B&G Foods. “Now is the time to regain our marketing momentum.”
National advertising kicks-off this week reflecting a new brand platform, “Now it’s a Fiesta,” and featuring a new brand spokescharacter, Brotega, to help humanize the brand and bust out amidst a sea of sameness. Three television commercials target usage occasions such as family dinner, grocery store purchases and football tailgating to help highlight the outrageous experience that begins when you break out Ortega products. Preceding the launch of advertising is a new brand identity and package design which is already on-shelf and which captures the energetic and expressive face of the brand. There are also new product innovations and collaborations such as a new Cheez-It™ taco shell. And everything is backed by an innovative media plan which will ensure that the brand shows up in culture where its targeted audience of Gen Z and Millennials consume their information.
Click on the links below to view the television advertising. And attached is the new brand logo, package design and a “Brotega” hero shot:
“This is the perfect time for an Ortega relaunch. The international food aisle has never been hotter. To stand out, we’re putting a face—an unexpectedly outrageous face—on this great brand to inject some personality into a pretty quiet category. Once consumers meet ‘Brotega,’ they’re never going to want to party with anyone else,” said Craig Miller, Chief Creative Officer at Schafer Condon Carter, adding, “We have a lot of experience with food and beverage brands, so we know when the category zigs, we need to zag. It’s our challenger mindset. We want to ‘Create. Impact.’ for Ortega.”
In addition to the launch of new advertising, the brand will also field an on-site activation with Celebrity Chef and brand partner Kelsey Murphy, winner of Fox’s MasterChef season 11 and Legends, at the 2026 Players Tailgate in Santa Clara, California, concurrent with this year’s Big Game.
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