Delimex, a leading producer and distributor of branded, high-quality frozen Mexican foods, today announced a multi-million-dollar, 16-week radio advertising campaign in 13 of the company’s core cities in the Southwest and Midwest.

The new campaign follows a 10-week, four-city test in spring 2000 that resulted in a doubling of awareness of the Delimex brand among consumers and a substantial increase in sales.

“The 10-week radio test results clearly demonstrated that the use of radio provided a significant increase in Delimex’s brand recall and sales,” said Kathleen MacDonnell, Delimex President and Chief Executive Officer.

The campaign features a flight of three 30-second commercials beginning on the “back to school” weekend at Labor Day and continuing until mid-December. The company expects to reach 90% of women aged 25-49 during this period, and each target consumer is expected to hear the commercials 20-25 times.

“The advertising is designed to educate consumers that Delimex means ‘Delicious Mexican,”‘ said MacDonnell, “and to remind Moms about the quality, value and varieties Delimex offers and her kids love.” The tag line for each commercial is “Delimex … Snacks to the Max!”

MacDonnell added that Delimex shredded beef taquitos and chicken taquitos are already the number one and number two selling frozen Mexican foods nationwide. “We want to build on the trust that Moms have shown in our products and convince them that Delimex is the ‘kid-favorite’ choice,” she added.

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MacDonnell pointed out that two of the fastest-growing frozen food categories in America are frozen snack foods and frozen Mexican foods. Research shows that frozen snack foods will grow about 10% a year over the next three years compared with 6% for the total frozen category. Handheld frozen Mexican foods account for three out of every five dollars spent on frozen Mexican food at the retail level. “We expect to leverage these trends into higher sales,” said MacDonnell. “Delimex has more varieties and more flavors for Mexican snacks.”

Delimex offers four types of snacks including taquitos, quesadillas, tamales and a new Delimex creation, the Wrapido, which is a rolled flour tortilla containing a combination of fillings and a sauce. These snacks come in a total of 17 taste combinations, including beef, chicken, cheese, veggie and pepperoni pizza.

The Delimex radio campaign is being produced by Hawkins Advertising and Public Relations of Newport Beach, California.

MacDonnell said that Delimex has built a leading portfolio of frozen Mexican specialty food products by focusing on product innovation, high-quality manufacturing and value-added customer service. The company is the primary supplier of frozen taquitos, quesadillas, tamales and rice bowls to Costco and Sam’s Club outlets, servicing 100 percent of their locations in the United States. In addition, Delimex products are sold in over 10,000 supermarkets, with broad distribution in the Western and Southwestern states. Headquartered in San Diego, California, Delimex has approximately 700 employees and operates manufacturing facilities in San Diego and Monterrey, Mexico.

Delimex is a partner company of Fenway Partners, Inc., a private equity firm based in New York City with funds under management of more than $1.4 billion. In partnership with corporate managements, the firm invests in companies with strong strategic positions and significant opportunities for growth. Fenway provides management and strategic guidance to improve the operating and financial performance of its portfolio companies and is recognized for successfully building brands and businesses.