New Client and Creative News from Griffin Archer


By The Minneapolis Egotist / /

Sabrosura Foods, one of the leading marketers of Hispanic products sold throughout the U.S. under brand names El Viajero, Reynaldo’s, La Morenita, Bio Salud! and Pancho’s, announced they’ve hired Minneapolis-based creative and strategy agency Griffin Archer as agency of record, after a competitive search. 

The company also debuted the first Griffin Archer-created ad campaign for its Pancho’s queso cheese dip brand, which aired regionally and in digital media leading up to the Super Bowl. This will be Sabrosura’s first ad campaign surrounding the Super Bowl.

The humorous campaign, starring the inimitable Hall-of-Famer and former NFL linebacker John Randle, features animated, talking tortilla chips basking in a bowl of Pancho’s queso cheese dip, musing about football and Super Bowl ads. Meanwhile, the NFL Legends frontman is hovering in the background, waiting to nab a chip. The spots end with the new tagline, “The Party Just Got Real,” a nod to the real ingredients in Pancho’s famously addictive queso cheese dips.

“Pancho’s has been a fan favorite since 1956,” said Lindsay Amundson, Marketing Director for Sabrosura. “Nothing goes together like queso dip and football. It’s the perfect companion for watching the Big Game, and no one’s better than John Randle to whet fans’ appetites for both. We’re excited to introduce the campaign in the week leading up to the biggest snacking day of the year!”



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