La Costeña is one of Mexico’s largest food manufacturing companies. Its line of jalapeño, serrano and chipotle peppers, mole sauce, beans, and tomatillos is sold worldwide can be found in most major supermarket chains across North America.

The challenge
Well-established as the brand of choice amongst Mexicans, both at home as well as abroad, La Costeña wanted to expand its base and capture the North American mainstream market.

Strategy and execution
Whalebone Productions worked with La Costeña on a marketing communications strategy that would re-position the company’s products away from the typical fast food category of “chips and salsa” through various initiatives that would raise awareness of the rich complexity of regional Mexican cuisine. The strategy focused on identifying opportunities to introduce consumers to the broad range and variety of authentic, regional Mexican recipes available, and to promote an understanding of Mexico’s history and culture.

Results
La Costeña received excellent exposure through participation at several key trade and consumer food shows. The company and its products were also featured on local television shows, written up in mainstream consumer publications, and highlighted in a prominent trade publication.

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