Gallegos Gets Mission Hispanic

Grupo Gallegos has been given a rare chance to work with a client in the U.S. whose primary focus is Hispanic consumers.

The Los Angeles agency, which is partly owned by The Richards Group principal Stan Richards, said it has been hired to handle Hispanic advertising for Mission Foods, a 40-year-old maker of tortillas, tortilla chips, taco shells and tostadas.

The Irving, Texas-based client, which is a subsidiary of Gruma S.A. in Mexico, spends approximately $10 million a year marketing to Hispanic consumers and $5 million on general-market advertising.

Mission’s Hispanic account had been handled for nearly seven years by WPP Group’s Mendoza, Dillon & Asociados in Aliso Viejo, Calif. Fogarty Klein Monroe in Dallas handles the general-market account.

Mission also met with two other agencies before handing the account to Grupo Gallegos, said client svp of marketing Asima Syed. Mission was attracted by “the fit we had with their business philosophy and how they approach advertising as a consumer-based and business-based enterprise, rather than as simply a creative shop,” said Syed. “They’re a strong, strategic-thinking company that will help take our business to the next level.”

Grupo Gallegos will handle Hispanic strategy, creative and media planning and buying for the Mission and Guerrero brands. Although Mission markets 25 brands, it only advertises those two, said Syed.

“Both are leader brands in the Hispanic market,” said Grupo Gallegos principal John Gallegos. “They are also brands and products that are primarily consumed by Mexican American consumers. This is a rare opportunity where the consumers we’re going after really drive their business.”

MD&A’s recent work for Mission focused on corn tortilla products, said Syed. Ads for the Guerrero brand were themed, “Como hechas a mano,” which roughly translates to, “Like homemade.” Ads for Mission were themed, “Que viva,” or “Long-lived.”

Grupo Gallegos is expected to create TV, radio and outdoor ads. Print is also possible, said Syed.