Ortega Rebrands with ‘Now It’s a Fiesta’ Platform and New Spokescharacter

B&G Foods’ Mexican food brand Ortega has launched a major rebrand and national campaign across the US as it looks to reignite growth and compete in an increasingly crowded international foods aisle.

The overhaul includes a new brand identity, updated packaging, product innovations, retail activations and a new advertising platform titled ‘Now it’s a Fiesta’. The work marks the first major output from Ortega’s new creative agency partner Schafer Condon Carter (SCC), which was appointed in December 2024.

The national campaign began rolling out the week of January 26th, timed to coincide with Super Bowl season, and introduced a new brand spokescharacter, ‘Brotega’. Three television spots focus on everyday usage occasions including family dinners, grocery shopping and football tailgating.



“The category is growing, consumers are more adventurous with Mexican food than ever, and Ortega has an opportunity to reassert its relevance in a meaningful way,” says Chris Kirwin, director of brand marketing at B&G Foods, speaking exclusively with LBB. “Competitors have yet to evolve to fully reflect how people actually enjoy Mexican food today… messy, social, fun, and full of personality.”


“Everyone loves Mexican food,” adds Craig Miller, chief creative officer at SCC. “Just saying the word ‘tacos’ makes people giddy. So our first question was: why is this category so boring?

“We saw a category that could use a jolt of energy… and a client willing to push things. No brand was tapping into the best part of Mexican food: the outrageous mess. People don’t love Mexican food because it’s perfect, they love it because it’s not… taco sauce dripping, ingredients spilling out. We wanted Ortega to embrace that chaos and turn it into fun.”

The relaunch comes as international food sales in US grocery stores continue to grow, with Mexican cuisine ranking as the country’s third most popular, according to Datassential. While brands such as Old El Paso continue to dominate the category, Ortega has faced increasing competition from newer entrants, including Siete, alongside restaurant brands expanding into retail.

“The core challenge was differentiation,” says Chris. “In a crowded and fast-growing category, too many brands look and sound the same, especially on-shelf. Ortega needed to stand out visually, emotionally, and culturally.”

This rebrand is about transforming Ortega from a familiar name into a brand with a clear point of view that’s instantly recognisable to “modern households who love bold flavour and shared experiences”, says Chris.

A key element of that clarity is Brotega, the brand’s new spokescharacter, which Chris says gives Ortega a voice, face and personality in a category that he otherwise sees as largely faceless. “He embodies the energy, confidence and playful chaos of the brand in a way that a logo or tagline never could,” he adds. “More than just a character, Brotega helps express the brand’s attitude: Bold. Welcoming. And Outrageous. He allows Ortega to show up consistently across channels and build deeper emotional connections with consumers.”

Getting the Brotega character right became an "obsession" for Craig and the rest of the team at SCC. “We weren’t looking for someone to act like Brotega, we needed someone who already was Brotega… a larger than life character with a naturally magnetic personality. He’s the guy who brings the party – and a mirrored disco ‘taco’ ball – everywhere he goes,” says Craig.

“The category is growing fast,” he adds. “But no brand owns a recognisable face or voice. When you picture the Mexican food aisle nothing jumps out. Brotega changes that. Literally.”

Beyond standing out on shelf, success in the category also depends on how and when products are used at home. “We leaned into obvious places the brand can rightfully own, like taco night, grocery shopping, and the tailgate,” says Craig. “These settings directly informed our storytelling and became a canvas for Brotega to do his thing.”

Alongside the advertising launch, Ortega’s refreshed packaging is already on shelf, supported by new product collaborations, including a Cheez-It taco shell. The campaign is backed by a media strategy aimed at reaching gen z and millennial consumers across cultural and social touchpoints.

The relaunch will also extend into live experiences. Ortega is set to host an on-site activation with celebrity chef and brand partner Kelsey Murphy at the 2026 Players Tailgate in Santa Clara, California, during Super Bowl weekend.

“We relaunched Ortega to be bold, outrageous, and likeable…and you can see it in every element of the marketing mix,” says Craig. “From the campaign to the refreshed brand logo, packaging, and activations. Everything is meant to capture the energy of the brand, and bring a face (a big outrageous face) to a faceless category.”