Sensis Brings the ‘Drama’ Home in New Campaign for Chef Merito

The telenovela-themed campaign focuses on a family ‘secreto’

LOS ANGELES — With tongue wedged in cheek, integrated cross-cultural marketing agency Sensis weaves a “dramatic” telenovela-themed campaign for Chef Merito Seasonings.

The Spanish-language TV campaign, which starts 9/28, celebrates 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.

“The campaign is the perfect blend of spicy and sweet, using melodrama and humor to remind people about how Chef Merito helps bring out the flavors of home,” Chef Merito Marketing Director Lauren Corugedo said. “Hispanic culture is steeped in family traditions focused on food and this spot captures that feeling in a fun way.”

“We felt the direction was humorous but still innocuous while providing some much-needed levity in a difficult time,” Creative Director David Galvan said. “It tells a story of heritage and authenticity featuring popular dishes in Mexico and Latin America, which are a vital element of the culture. We also sprinkled in some memes to keep it current with a little bit of fantasy as things appear from thin air.”

Directed by Hector “Oso” Marquez of Miami, director of numerous telenovelas including “Acapulco, Cuerpo y Alma,” “Luz Clarita,” and “Carita de Ángel,” the campaign will introduce Chef Merito to consumers across Los Angeles and Central California who may not be familiar with its broad range of delicious and versatile seasonings. The fully integrated marketing campaign includes TV and radio spots, custom high impact digital units, and a social media and influencer seeding campaign to support the effort.

Associate Creative Director Lisa Boosin and Senior Art Director Luis José Galvan collaborated with David Galvan to develop the concept and creative direction of the campaign.