EthnicGrocer Cooks Up Review




Search Follows Assignment of Hispanic Unit to San Jose Group
CHICAGO–EthnicGrocer.com, a startup offering international foods and advice to cooking enthusiasts, is conducting a review for its estimated $10-15 million account.
The Evanston, Ill.-based company is at the beginning of its search and has contacted about five shops nationwide, said Sami El-Saden, vice president of marketing.
The review comes after the company last week awarded the $5-10 million ad account for its QueRico.com division to the San Jose Group.
The Hispanic target agency, based in Chicago, bested four shops in a national review for the business, which includes media buying, public relations, event planning and direct marketing, said Craig Gaitan, director of marketing communications for QueRico.com. Gaitan declined to name the other four competitors.
San Jose’s set of offerings and proximity to the client figured in its selection, Gaitan said.
“They had the advantage of being in Chicago and presented a good action plan for one-stop shopping,” Gaitan said. The company, he said, doesn’t yet have the resources to work with multiple agencies on various aspects of its account.
San Jose (formerly San Jose & Associates) plans an ad campaign including TV, print and radio work to break during the first quarter, said Jennifer Woods, an agency representative.
Targeted will be Internet-savvy first- and second-generation Hispanics, as well as a group the company has defined as “retro” Hispanics–those further removed from their ancestral homeland but eager to reclaim a part of their heritage, Gaitan said. The site will be divided into the various nationalities that fall under the Hispanic banner.
EthnicGrocer.com offers a wide range of ethnic foods and ingredients aimed at gourmands and amateur cooks who enjoy making dishes with an international flair. In addition to QueRico.com, its divisions include HuanYin.com (for Chinese foods and products) and Namaste.com (for Indian goods).
EthnicGrocer.com, which is working with Jericho in New York for PR, has backers including Kleiner Perkins Caufield & Byers and Benchmark Capital.