Problem/Objective:
Position Santa Fe Packing Company Salsa and Con Queso as the authentic salsa of the southwest that serves as the perfect ingredient for a variety of menu items, not just a dipping sauce. Leverage the spoke-charachter, Spike, in all marketing and communication messages.

Solution:
Develop advertising and communication messages that showed Santa Fe Salsa being used as more than just a dipping salsa. Further develop Spike's lead on television supported by the jingle "You'll Like It On That." The agency used select marketing and communication vehicles designed to establish brand recognition and loyalty, generate trial, and encourage repeat purchase.