Mexican food brand Ortega, part of B&G Foods, is rolling out a brand refresh this week including a new spokescharacter, ads, logo, packaging, and more.  

The brand is working on the effort with ad agency Schafer Condon Carter, which it retained in December 2024.  

According to the company, the makeover is designed to capture a bigger share of the growing Mexican cuisine market in the U.S. While Ortega is the top selling brand of taco sauces, sales have been declining and it is now facing increased pressure from new entries such as PepsiCo’s Siete and restaurant brands like Taco Bell, which is licensed at retail by the Kraft Heinz Company, not to mention leading competitors like Old El Paso.    

National advertising debuts this week as part of the new brand platform, “Now it’s a Fiesta.” It features a new spokescharacter, Brotega, to help humanize and differentiate the brand.  

Three TV commercials highlight product usage--family dinner, grocery store purchases and football pregame fun. (See the work here: Taco Thursday, Fiesta Aisle and Tailgate.)  

The new ads coincide with new product packaging that is already on shelves, and is designed to capture the “energetic and expressive face” of the brand.  

There are also new product innovations and collaborations such as a Cheez-It taco shell.    

The media plan targets Gen Z and millennials.  

Ortega is also fielding an activation with celebrity chef and brand partner Kelsey Murphy at the 2026 Players Tailgate in Santa Clara, CA, part of the pregame Super Bowl hoopla.   

The refresh is well-timed, says Craig Miller, chief creative officer at Schafer Condon Carter. “The international food aisle has never been hotter. To stand out, we're putting a face—an unexpectedly outrageous face—on this great brand to inject some personality into a pretty quiet category.”