B&G Foods, a leader in consumer food products such as Green Giant, Cream of Wheat, SkinnyGirl, Victoria and Mrs Dash, was looking for an exciting new brand platform to set Ortega apart from the taco category.

Consumers commonly referred to products as the “blue box” or the “yellow box” with no brand preference. We invite you to gather ’round the table for the story of how we created brand meaning that turned competitors green with envy….

The campaign could have simply lived in static digital versions, however Spitball saw the opportunity to bring the brand and campaign to life. Spitball rolled up our sleeves to deliver a series of video spots that allowed the brand to get the most of their marketing budget. The video campaign brought different family member personalities to the table to embody the brand’s ethos and audience’s sense of adventure. From an artist and a magician to the young inventor and adventurer, Ortega invites consumers to play with their food through these unique, creative narratives that puts endless possibilities right in their hand.

But we didn’t stop at driving fame for the brand, we wanted to entice sales through a surround-sound effort, Spitball focused on all touch points from streets to screens to shelf. In addition to a series of commercials, the campaign also inspired traditional media placements as well as unique social media content to engage consumers. To drive brand preference at shelf, multiple in-store units highlighted innovative new product launches while amplifying the adventurous spirit of taco creations.