Chef Merito engaged Sensis as their Advertising Agency of Record to increase awareness of their wider range of products beyond their flagship seasoning to a growing market of Hispanic customers. We were also challenged to expand their consumer audiences beyond the Los Angeles DMA and reposition Chef Merito as a key ingredient for more easily imparting every meal with authentic Latino flavor.
El Secreto TV Spot
The Spanish-language TV campaign celebrated Latin Americans’ love for over-the-top melodramas, which are a staple in many California households. Like any good telenovela, there is a family secret. In this case, it’s Chef Merito and how it brings out the flavors of home.
Sensis undertook a two-part research study with qualitative online bulletin boards and a quantitative Attitudes, Awareness, and Usage (AAU) survey, identifying two target customer segments: older, less acculturated Hispanic women and younger, bicultural Hispanic women.
Our creative team developed a wide host of creative deliverables including Spanish-language TV spots, radio scripts, and numerous digital assets for use in display and social advertising.