Maseca Launches New Campaign with Chef Maggie Jimenez and Latina Bloggers


Maseca® launched a website and campaign with the aptly penned main tagline of “Maseca Nos Gusta.” The website clearly reinforces Maseca® as a staple in Latin recipes, but also shines a light on its healthy and nutritious qualities.

To help drive the message home, Maseca has partnered up with ten bloggers from varied Latino heritage backgrounds to develop content and amplify the brand’s initiatives as Amigas Blogueras.

The campaign produced by VRTCCOM, Maseca agency of record, capitalized on the image of Chef Maggie Jimenez to engage in already established brand initiatives such as Maseca pays your bills in which the chef surprises consumers in supermarkets paying their bills. During the campaign, photos and videos of Maggie Jimenez appear on the page of mimaseca.com; inviting the consumers to meet her in-person during the promotion. The brand evolution was strengthened by the growth of mimaseca.com and Maseca Fan Page on Facebook where consumers through kitchen tips, healthy recipes and live chats interact with Maggie and can learn about the benefits of the product as well as participating in promotions.

The ten well-known bloggers, who blog in Spanish, English and both,
are creating posts to appear both on their sites and on MiMaseca.com
blog. The bloggers are such an integral part of the campaign they even
have their own tab on the site’s main navegation menu which takes you
to a splash page with all their photos, bios and links.


This is definitely a brand/blogger relationship to watch as it
develops since both Maseca and the bloggers alike are investing time,
energy and resources into it and both parties are fans of each other.

“It is our philosophy that for our communication to be effective, it
must be simple and personal touching the consumer¹s five senses with
the goal of reaching their hearts,” said Octavio Orozco, co-founder
and CEO of VRTCCOM.