• by Fern Siegel , March 26, 2025

Orci is now the agency of record for Northgate González Market, one of the largest Hispanic supermarket chains in the U.S.

The business was won after a six-month competitive review. Orci's remit is social-first marketing and ad campaigns highlighting Northgate’s distinctions: its Mexican roots and authentic ingredients.

The incumbent was New York-based marketing agency Monks, previously known as Media Monks.

First campaign work will appear this summer at the latest, but Orci has taken charge of the brand's social-media channel.

Marina Filippelli, CEO of Orci, a Hispanic-owned agency, said: “We view Northgate González Markets as a kindred spirit, a community-oriented business focused on providing quality, authentic foods, making this new relationship a perfect fit.”

Don Miguel González Jiménez  opened the first Northgate Market in Anaheim, California, in 1980. Today, the González family owns 44 stores in the state, including 40 locations across Southern California.

“Both of our businesses were founded by immigrant families with a shared mission to serve the Hispanic community,” said Alexandra Bolanos, director of brand at Northgate González Market. “Our aligned values, deep cultural understanding, and strategic vision make them the ideal creative partner for Northgate.”

Orci's client work includes Disney, Honda, Verizon and Chevron ExtraMile.