Brief: •Although Pace is the No1 player in the salsa category, with iconic status in its core markets, private label brands are stealing share among Pace’s heaviest buyers (with product innovation and perceived quality credentials).

•Consumers are unaware that they are increasingly purchasing private label salsa brands.Challenge:•Increase Pace consumption among brand switchers, repositioning Pace as an everyday premium brand with a focus on authenticity.Solution:•Extend the essence of the current “Salsa from New York City” television campaign into the online space with ad units and webisodes that are also hosted on a microsite.