CHICAGO MADE

Ortega declares “Now It’s a Fiesta” with major brand relaunch

By Reel Chicago
February 2, 2026

While Old El Paso has long dominated the space, Ortega is making a play to shake things up. The B&G Foods flagship brand remains the top-selling taco sauce in the country and a familiar household name, but sales have declined in recent years amid rising competition from newer players such as PepsiCo’s Siete and restaurant-driven retail brands, including Taco Bell, licensed by The Kraft Heinz Company.

However, the international foods aisle is currently having a moment. Driven by a more diverse population and growing demand for bold global flavors, grocery sales in the category are projected to approach $10 billion, with Mexican cuisine leading the charge. According to Datassential, Mexican food now ranks as the third most popular cuisine in the United States.

Now, Ortega is betting big on a full-scale relaunch.

Backed by a significant marketing investment and led by new creative agency partner Schafer Condon Carter, the brand is rolling out a comprehensive rebrand that spans a new visual identity, refreshed packaging, product innovation, retail activations, and a new advertising platform anchored by an all-new spokescharacter. The national campaign launches this week, timed to the Super Bowl season and the start of the new year.

The relaunch introduces Ortega’s new brand platform, “Now it’s a Fiesta,” along with its animated new spokescharacter, Brotega. Designed to inject personality into what the brand sees as a largely interchangeable category, Brotega is front and center in three television spots built around everyday moments like family dinner, grocery shopping, and football tailgating, all highlighting the over-the-top experience Ortega wants consumers to associate with its products. Watch below:

The campaign is supported by a refreshed logo and package design already hitting store shelves, along with new product collaborations, including a Cheez-It taco shell. An aggressive media strategy ensures the brand is present where Gen Z and Millennial consumers are most engaged, culturally and digitally.

“We’ve got new innovations. We’ve got new licensing deals. We’ve broadened our distribution. We’re zeroing in on a new generation of consumers,” said Chris Kirwin, Director of Brand Marketing at B&G Foods. “And we’ve got the right marketing partner to help us reach even more consumers through a strategic mix of media, compelling creative, and experiential marketing. Now is the time to regain our marketing momentum.”

“This is the perfect time for an Ortega relaunch,” noted Craig Miller, Chief Creative Officer at Schafer Condon Carter. “The international food aisle has never been hotter. To stand out, we’re putting an unexpectedly outrageous face on the brand to bring energy to a pretty quiet category. Once consumers meet Brotega, they’re not going to want to party with anyone else.”

Miller added that the agency’s challenger mindset shaped the approach. “When the category zigs, we zag. Our goal is to create impact for Ortega.”

Beyond advertising, Ortega is also leaning into experiential marketing. The brand will host an on-site activation at the 2026 Players Tailgate in Santa Clara, California, coinciding with this year’s Big Game. The event will feature celebrity chef and Ortega brand partner Kelsey Murphy, winner of MasterChef Season 11 and Legends.

With fresh packaging, louder creative, and a renewed focus on culture, Ortega is signaling it’s ready to reclaim its place at the center of the fiesta.

CREDITS:

BRAND: Ortega

AGENCY: Schafer Condon Carter