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.