Bring On The Dancing Ro-Tel Can

Fogarty Klein Does First TV Work For Brand
DALLAS–Fogarty Klein & Partners in Houston has launched the first television commercial promoting International Home Foods’ Ro-Tel Tomatoes and Green Chilies.
A 30-second spot will air this month and next in various Texas markets and in New Orleans.
The television commercial features an animated Ro-Tel can that moves to a Latin musical beat as it transforms the look of a cheese dip and a meat loaf.
“We know that our product is used to zest up snack recipes,” said Gerry Lopez, general manager of International Home Foods’ (IHF) Southwest brands division. “We want to leverage that and demonstrate how the same can be done to make a difference in other meals.”
Fogarty Klein teamed with Topix/Mad Dog of Toronto on the animation project. The spot features Ro-Tel’s three varieties of Tomatoes and Green Chilies: regular, Italian and Mexican-style.
The television effort is supported by a 60-second radio commercial that is airing in test markets.
Ro-Tel has traditionally relied on print advertising to promote its products, according to a Fogarty Klein representative.
Fogarty Klein was awarded creative responsibilities for Ro-Tel in March without a review, based on its work for IHF’s Ranch Style Beans. Spending was not disclosed but is not expected to exceed $2 million.
Young & Rubicam in New York handles media buying.
A national supplier of food products, IHF’s stable also includes Bumble Bee canned tuna, Dennison’s chili and Campfire marshmallows.