Producer of the “original” picante sauce seized opportunity to increase its market share by introducing a thicker, heartier salsa, which the public perceives as a fresher, more authentic Mexican product. To assist in this effort, we created a message that sticks in the consumer’s mind as well as Pace’s New Thick n’ Chunky Salsa sticks to a chip.

CW: Ross Myers/Don Sedei
AD: Don Sedei
Director: Tim Beiber