Mateo's is a Texas-based salsa brand
sold nationwide. Its new campaign, “Farmer’s Market Fresh Taste,” created by GSD&M, comprises two 15-second spots and 6-second social cutdowns.
Key audiences for the
campaign, which runs across OLV, CTV, social and various retail media networks, are millennials and Gen X.
The tagline promotes the brand’s small-batch-quality approach. In “Watch
Party,” two fans enjoy a backyard game when a muscled farmer crashes in with fresh vegetables to vouch for the salsa’s flavor. “Sunbathing” features two women relaxing poolside
with chips and Mateo’s Salsa when the farmer arrives, bearing an oversized platter of fresh vegetables.
“We really leaned into the farmer and the fresh mentality when creating this
new work. Mainly so this brand could stand out in a very crowded category. Look, everyone says they're fresh. We went with let's say it, show it and do it with a wink and a smile to stand out," said
Wade Alger, group creative director at GSD&M.
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“Farmer’s Market Fresh Taste” marks GSD&M’s second campaign for Mateo’s since being named AOR in 2024,
handling both creative and media.
“At the heart of Mateo’s is a commitment to doing things the right way, with slow-simmered, never frozen ingredients, and never cutting corners.
This campaign brings that philosophy to life by dramatizing what makes our salsa different,” added Alina Allen, marketing director, Mateo’s Salsa. The brand offers eight flavors
and three taco sauces.
GSD&M’s client work includes Capital One, Ram and Realtor.com.