First U.S. Push for Sabormex

By Glen Fest

DALLAS–Montemayor y Asocia-dos of San Antonio has kicked off its first Hispanic marketing campaign in the U.S. for Sabormex Foods of Mexico City.

The first assignments for Sabormex Foods’ La Sierra canned beans and Cafe Legal coffees include radio commercials and promotional efforts alongside public relations work in four Southwestern and Western markets where the client has product distribution.

Account billings were not disclosed, but the Sabormex business is estimated to be worth $2 million annually for Montemayor.

The ads, already airing on Hispanic radio stations in Houston, will be targeted to 18-49 homemakers of Mexican origin. The spots evoke a sense of nostalgia, according to the agency.

‘Convenience is also a Sabormex product attribute we want the consumer to appreciate,’ said agency account supervisor David Romero.

The radio commercials will air in Los Angeles in July and will eventually break in the Dallas and San Antonio markets as well.

The client’s canned bean radio commercials feature the tagline ‘El sabor de lo nuestro,’ which is roughly translated to ‘The flavor of Mexico’s traditions,’ according to the agency.

Cafe Legal is touted as ‘a bit of Mexico in every cut’ and stands as the Mexican market leader, the agency said.

Montemayor y Asociados won the Sabormex Foods account without a review last December. The agency was able to parlay the experience it gained working with Mexican pharmaceutical company Farmacias Benavides.

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