Infuse Culture Into Marketing: Turning Heads and Skulls

Published on October 30, 2013

RIESTERite CJ gets his face put on for the Fox Day of the Dead segment

RIESTERite CJ gets his face put on for the Herdez Day of the Dead segment

Culture is a conduit to one-of-a-kind connections.  When brands embrace it correctly they are telling their customers, “I know and appreciate you.” More so, they are able to introduce all of their consumers to new experiences.

Since its launch in the U.S., HERDEZ® brand has exemplified this dynamic. They are a leader and expert in Mexican food, with diverse salsas that are a staple in homes across the country. Additionally, this year they introduced a line of cooking sauces that make complex Mexican dishes easy to cook, ready in half the time and equally flavorful.

The brand’s Mexican roots are apparent in its product innovation and in all aspects of the brand. is a library of authentic recipes and the brand’s Facebook page engages people in ways that teach about Mexican culture. There, both general market and Hispanic customers learn and share a range of cultural nuances.  This genuine approach separates HERDEZ® brand from the competition and this month provided a unique opportunity with Día de los Muertos, or Day of the Dead—recognized on Nov. 1 and Nov. 2 as a way to commemorate loved ones who have passed away.

Día de los Muertos has been growing in popularity in the U.S., with people from all backgrounds attending local festivals and embracing the iconic skull or ‘calavera’ face. This symbol is at the center of the HERDEZ® brand: The Face of Día de los Muertos Facebook face painting photo contest.

The contest helped catapult the HERDEZ® Facebook family beyond the six-digit milestone and already has hundreds of photo entries all vying for multiple product gift packs and cash prizes. It also presented an opportunity to celebrate and educate people about this unique day of remembrance.

The topic was irresistible to news shows in Albuquerque, Phoenix and Los Angeles where RIESTER made arrangements for viewers to hear first-hand from HERDEZ®  brand representatives. They explained the meaning of the holiday and invited people to participate in the Facebook contest. Hear how much one news anchor knew about the holiday:

FOX 10 News – Phoenix, AZ | KSAZ-TV