Dive Brief:
- Ortega, B&G Food’s line of Mexican-inspired food products, launched a brand refresh, including a new logo, brand platform, packaging and other elements, according to information shared with Marketing Dive.
- The overhaul was handled by Schafer Condon Carter, the brand’s agency of record since December 2024. The brand platform, “Now it’s a Fiesta,” is intended to introduce Gen Z and millennial consumers to the new brand identity and help Ortega products stand out on grocery store shelves. National advertising rolls out the first week of February.
- The refresh comes as sales of international foods in grocery stores continue to grow, closing in on $10 billion, according to data cited in press materials. Despite the popularity of Mexican food in the U.S., Ortega sales have been on the decline, largely due to supply chain issues and competition.
Dive Insight:
Ortega is giving its brand a refresh to connect with a new generation of consumers. Mexican is the third most popular food category in the U.S., behind American and Italian, and has seen particularly strong growth among young consumers. However, Ortega has struggled to maintain its appeal among this demographic.
The refresh is supported by the “Now it’s a Fiesta” brand platform. The platform includes three new video spots, each featuring the new Brotega spokesperson played by Mac Hanson. In each spot, Hanson, who is the younger sibling of the brother trio who made up the ‘90s pop-rock band known as Hanson, crashes through some barrier to help turn any ordinary scenario extraordinary with the help of Ortega products. For example, in “Taco Thursday,” Brotega bursts through a wall to help a family with a weeknight dinner. In “Fiesta Aisle,” the character rips apart grocery shelves to assist with shopping.
As the international foods category grows, Ortega has seen an increase in competition from both established brands, such as General Mill’s Old El Paso, and new entries such as PepsiCo’s Siete and Taco Bell’s line of grocery products. Additionally, a significant loss of chilies crop in South America in 2024 led to substantial supply chain issues.
“We’ve got new innovations. We’ve got new licensing deals. We’ve broadened our distribution. We’re zeroing in on a new generation of consumers. And we’ve got the right marketing partner to help us reach even more consumers through a strategic mix of media, compelling creative and experiential marketing that meets them where they are,” said Chris Kirwin, director of brand marketing at B&G Foods, in press materials. “Now is the time to regain our marketing momentum.”
Ortega hasn’t completely faded from public consciousness. The brand is mentioned in the viral “White People Taco Night” TikTok song. Originally sung by Keith Habersberger of “Try Guy” fame, the song makes reference to getting “Ortega sauce from the grocery store.” The full video of the song has 2.4 million views on YouTube and the associated #WhitePeopleTacoNight has over 12,000 posts on TikTok.
To make further inroads with younger consumers, the brand is also experimenting with cobranded products, such as the recently released Cheez-It taco shell. Additionally, Ortega will host an on-site activation with brand partner Kelsey Murphy, celebrity chef and winner of MasterChef season 11. The activation will take place at the 2026 Player’s Tailgate in Santa Clara, California, which runs in tandem with the Super Bowl.
B&G’s third quarter revenue totaled $439.3 million, a 4.72% decrease year over year, according to an earnings transcript. The company decreased consumer marketing expenses by $1.8 million.
