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NEW YORK Vilore Foods, the Laredo, Texas-based maker and distributor of the La Costena brand of Mexican salsas, beans and peppers, has named Hispanic shop Concept Cafe to handle national creative duties following a review.
Concept Cafe, Miami, will be responsible for extending the brand’s message in Spanish beyond its top-selling hot peppers franchise to the entire ethnic product line via TV, radio and print, per Johanna Lugo, La Costena’s marketing manager.
The client spent almost $3 million last year on ads, up from $2 million in 2006, per Nielsen Monitor-Plus.
The target? U.S.
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