Fernandez Builds Brand Appeal of Spuds

DALLAS MountainKing Potatoes, a 20-year-old Houston-based produce company, has selected K. Fernandez & Associates as its ad agency for a statewide product assignment in Texas, the shop said.

K. Fernandez said it would handle creative, media and promotion to reach the general market and Hispanic consumer by focusing on the MountainKing Butter Reds and Fingerling Potato lines.

The value of the account was not disclosed.

“Our task, as we take on the brand-building assignment for MountainKing, is to focus on differentiating their products which are superior in taste and quality,” said Karla Fernandez Parker, president of the agency. “With potatoes a household staple for everyone, who wouldn’t want to buy a better-tasting potato?”

The branding campaign will launch this month via insert distribution and billboards in time for the holiday season, the agency said. The effort will run for the remainder of 2005 and beyond.

“Texas is a huge opportunity for MountainKing Potatoes to grow our market share,” said Pat Goolsby, president of MountainKing Potatoes. “Karla and her team’s market knowledge of the grocery shopper will help us put MountainKing Potatoes top of mind with the consumer and introduce them to the new line of quality products we offer.”

Founded in 1996, K. Fernandez Associates is based in San Antonio with a clientele that includes telecommunications, financial and banking, travel and tourism, packaged goods, food and beverage, spirits, youth marketing, retail, entertainment and nonprofit firms, the agency said.