Mission Wants to Go for Whole Enchilada
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Los Angeles-based Mission Foods, the nation’s largest producer of tortillas, has shifted advertising for its tortilla-based product lines to Mendoza, Dillon & Asociados, a Newport Beach-based agency.
Mendoza, Dillon’s job will be producing English- and Spanish-language advertising for the Mission, Guerrero and Maseca brands. The initial advertising budget will be in the $5-million range, company officials said.
“I believe that our product lines . . . allow us the unique opportunity to develop true transcultural marketing,” said Luis Nieto, executive vice president of Mission Foods.
Mendoza, Dillon President Robert Howells said the Mission Foods account “will allow our agency to pioneer diversified marketing strategies across all consumer segments as we partner to develop the ever more important tortilla market.”
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Greg Johnson covers retail businesses and restaurants for The Times. He can be reached at (714) 966-5950 and at [email protected]
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