For more than 90 years, the makers of LA VICTORIA® salsas have been using tomatoes harvested and grown in California’s Central Valley. The tomatoes are picked at the peak of ripeness and bottled within 24 hours, sealing in the freshest taste every time. That commitment to fresh ingredients is the focus of a new campaign that RIESTER developed for its client, the LA VICTORIA® brand.
“This was a chance for us to get to the heart of the LA VICTORIA® brand,” said Tom Ortega, Chief Creative Officer at RIESTER. “Through radio, print and digital we are bringing this amazing process to life: from growing and harvesting the tomatoes in lush farm fields, to using them to create the best tasting salsa – all within 24 hours.”
Digital banners that are part of the brand’s new campaign capture the field-to-jar in 24 hours message:
The LA VICTORIA® brand is committed to fresh ingredients because they know that fresh not only tastes better, but it’s also better for you. The brand takes this to heart with their new campaign. The newly redesigned LaVictoria.com offers locally oriented consumer information that is all about eating fresh and providing tips for growing fresh vegetables at home. Visitors will also find recipes that use fresh ingredients and step-by-step recipe videos from Chef Jamie Gwen.
The brand takes it one step further by offering a Garden Kit giveaway on the LA VICTORIA® brand Facebook page. Fans can learn useful tips and participate in “Fresh Friday” trivia for the chance to win a Garden Kit with tomato and pepper seed packets, gardening gloves, a garden kneepad and more.
The LA VICTORIA® brand believes every garden is a victory. As part of the campaign kick off, the brand is committing to helping refresh a California school’s garden. Schools are invited to apply online between now and April 30, 2014 to receive a “Garden Makeover” on their campus. In early May, one California school will be selected. The winning school will receive gardening tools and supplies, expert guidance on growing a successful garden, help with maintaining their garden through regular visits, plus learning materials and recipes using fresh vegetables courtesy of Chef Jamie Gwen.
For the latest information about LA VICTORIA® brand and its new initiatives, visit LaVictoria.com.