Tia Rosa Leaves Slingshot for Moroch

DALLAS Moroch Leo Burnett USA has been awarded the creative account of Tia Rosa, the shop said.

The Dallas agency picked up the creative business without a review, due to what it believes is an agency consolidation. Moroch also handles creative for Mrs Baird’s, another subsidiary of Bimbo Bakeries USA of Fort Worth, Texas.

Incumbent Slingshot of Dallas had handled Tia Rosa’s advertising for about two-and-a-half years.

Asher Media of Dallas continues to handle media, which was not included in the review.

Tia Rosa, which positions itself as the top flour tortilla brand in Mexico, sells tortillas and baked-sweet goods in the U.S. The brand enjoys strong consumer sales in California and Texas.

Moroch is charged with creating a campaign that includes television, radio and point-of-purchase materials. The shop’s Hispanic division, Moroch Latino, will develop Spanish-language materials.

Tia Rosa plans to aggressively target the U.S. Hispanic market, shop CEO Pat Kempf said. “It will become a bigger piece of the puzzle and a more important component of achieving growth in the U.S.,” he said.

Kempf added, “It’s very exciting to be partnering not only in a hot category but also with a very aggressive and high-quality U.S. brand as Bimbo continues to expand as a major U.S. player. Also it’s exciting to see Moroch and Moroch Latino working as one team.”

Tia Rosa’s last television effort broke in spot markets last July and introduced Gortia Flour Gorditas. The campaign, created by Slingshot, featured a boisterous family that is silenced by the taste of the new Gortia product.

Billings are undisclosed. Tia Rosa spent $400,000 through November last year, according to CMR.