Ruiz Heads for a Touchdown With Super Bowl-themed FSI

Frozen Mexican-food company Ruiz Foods Inc. plans to roll out a full-page FSI brand-awareness promotion targeting Superbowl XLV. The FSI will feature a $1-off coupon on any bag of the company’s El Monterey Mexican Snacks.

The recently introduced snack line offers convenient recloseable bags of the following items: Steak & Cheese Flour Taquitos; Chicken & Cheese Flour Taquitos; Southwest Chicken & Cheese Flour Taquitos; Taco Beef and Cheese Flour Taquitos; Chicken and Cheese Mini Chimis; Nacho Cheese and Beef Mini Chimis; Grilled Chicken and 3 Cheese Quesadillas; Eggs, Bacon & Cheese Breakfast Taquitos; Chicken Tamales; Beef Tamales; Shredded Steak Corn Taquitos; and Chicken Corn Taquitos.

“Our consumer promotions continue to create excitement as they build awareness of our signature El Monterey brand,” noted Bryce Ruiz, president and CEO of the Dinuba, Calif.-based family-owned company. “In fact, when we review Nov. 29, 2010, IRI stats for our El Monterey brand of frozen Mexican food products, we know that today’s consumer continues to crave great-tasting Mexican foods. Our El Monterey brand continues to be the category share leader in frozen Mexican foods, with the largest dollar growth of any of the top 10 brands for the latest 52 weeks. Adding to this the information from our own research, we know that the consumer continues to look for foods that are high in quality, great-tasting, easy and convenient to prepare, and now, more than ever, offer a good value.”

The FSI marks the second year of El Monterey’s partnership with SmartSource magazine’s “Super Bowl Savings Spectacular” promotion. The partnership encompasses such elements as consumer sweepstakes to attend Super Bowl XLV, special logo usage, and themed in-store shopping carts.

“With a tighter dollar in 2010, people continue to be more vocal about their intention to invite friends over rather than go out [and] scheduling more casual parties,” added Ruiz. “At the same time, people don’t intend to sacrifice time. Lives are too busy. They still want the convenience of spending as little time in the kitchen [as possible], preferring to enjoy guests during the eating occasion itself instead of during its preparation. Our entire El Monterey Mexican Snack line is perfect for such occasions, and everyone seems to have a favorite … or two.”