• Brandweek, Thursday, April 24, 2008 11 AM

As part of a series of marketing and branding initiatives launching next month, consumers will see Chi Chi's salsa associated with words like "chicken," "cravings," "cooking" and "celebration" in signage across grocery stores. And when shoppers go to pick up Chi Chi's, they'll find a new package design that reads: "Let the fiesta begin."

The unit of Hormel Foods wants consumers to see the brand as more than just chips and dip. The campaign will also include TV and print spots that will focus on the salsa product's versatility as a flavor-enhancing ingredient across a variety of foods.

In addition, the brand will begin rolling out event marketing throughout the summer, such as parade floats for various July 4th activities, as well as mobile billboards and Segue vehicles adorned to look like a salsa bottle. A digital effort, including both a dedicated web site and viral marketing, will also support.

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