• by Karlene Lukovitz  @KLmarketdaily, December 20, 2010

Two brands owned by separate companies, Gorton's Seafood and B&G Foods, Inc.'s Ortega Mexican Food Products, have partnered to leverage the current popularity of fish tacos.

The brands have created a co-branded Web site and an online food contest.

The site, we lovefishtacos.com, includes fish taco recipes that combine Gorton's and Ortega products, as well as the contest.

The "Fish Taco Fiesta Challenge" asked consumers to compete by entering recipes for their favorite taco toppings or a tip on creating an at-home "fish taco fiesta," plus a photo.

Thirty-one finalists were chosen from hundreds of responses. Judges will now select the winners of the grand prize (a trip for four to Playa del Carmen, Mexico) and first and second prizes (free product coupons from the brands).

Consumers are being asked to vote by Dec. 28 for the best combined seafood taco and fiesta tip. Their votes will determine "voter's choice" winners, who will receive Fiesta Dinnerware for four and free product coupons.

Both brands are also offering coupons and membership programs on their brand sites. Gorton's, which recently launched a Facebook page, offers a free digital newsletter featuring monthly recipes, coupon offers and contests and promotions information. Ortega's site offers the Ortega Taco Club (newsletter, personalized recipe box and a chance to win a free taco night party kit), plus coupons, recipes and promotions.

Gloucester, Mass.-based frozen fish products maker Gorton's, founded in 1849, remains a private company. Publicly held B&G Foods, Inc., based in Parsippany, N.J., owns Ortega and a variety of other brands, including B&G, B&M, Cream of Rice, Cream of Wheat, Emeril's, Polaner, Underwood and VermontMaid.