Mi Rancho

Gumas Advertising Case Study

The Challenger Brand

Although a successful 75-year-old company at the time, Mi Rancho looked to Gumas to help relaunch their corporate brand with a whole new positioning that resonated with equal meaning to both their current retail and food service partners as well as their newly expanding retail audience of end-users.

Through our Challenger Brand Marketing® Discovery Process, Mi Rancho customers told us that in a fiercely competitive landscape loaded with tortilla manufacturers of all sizes, costs, and qualities, Mi Rancho was seen as the most authentic provider of the highest quality, best tasting products with a genuine desire to help their customers achieve their goals and deliver for the consumer.

These customers helped us understand that success would come when prospects recognized the Mi Rancho brand as the manufacturer of the world’s best tasting tortillas and the pure joy that accompanied the tasting/cooking/eating of Mi Rancho’s products. Further, value would be established once the Mi Rancho name became synonymous with authenticity, integrity, and innovation.

Our Solution

Create an emotionally connective, meaningful positioning statement and tagline that resonates with both food service and retail prospects. For positioning, Mi Rancho uses the following language on their marketing materials and product packaging: Mi Rancho combines old world authenticity with new world innovation to produce the world’s best tasting tortillas. The popular tagline, Pure Tortilla Joy, was born from this rich research that affirmed the premium value of Mi Rancho’s products. Gumas collaborated with Mi Rancho Marketing to ensure the new positioning was at the heart of the brand’s fresh look and feel, packaging, signage, collateral, trade booth designs, videos, and website.

Our Work

This insight led us to the overarching positioning language: Mi Rancho is a family of passionate tortilla visionaries who combine old world quality and authenticity with new world innovation to produce the world’s best tasting tortillas. Their modern baking techniques allow them to embrace their ancient family processes and recipes to bake products that can only be described as pure tortilla joy.