Farmer’s Market Fresh Taste

Mateo’s Gourmet, one of the leading brands in the shelf-stable salsa category, is launching a new campaign, “Farmer’s Market Fresh Taste,” created with full-service AOR GSD&M. The new campaign positions the brand as delivering farmers market–quality taste in a jar.

Anchored by the tagline “That Farmer’s Market Fresh Taste,” the campaign brings to life Mateo’s small-batch spirit and never-frozen, slow-simmered approach through a series of playful spots :15 spots as well as :06 cutdowns for social.

In the :15 hero spot “Watch Party,” two fans enjoying a backyard game are interrupted by a larger-than-life farmer who crashes in with fresh vegetables to vouch for the salsa’s farmer’s market inspired flavor. He drives home the punchline: Mateo’s Salsa has that fresh, homemade taste, just like you’d find at a farmers market.

In the :15 “Sunbathing,” two women relaxing poolside with chips and Mateo’s Salsa are interrupted by the same larger-than-life farmer, who arrives bearing an oversized platter of fresh vegetables to underscore the salsa’s farmer’s market fresh taste. As witty banter and sunscreen chatter ensues, he lands the punchline: Mateo’s has that fresh homemade taste, just like you’d find at a farmer’s market.

Designed to reinforce Mateo’s challenger positioning in the shelf-stable category, the work highlights the brand’s blend of fresh taste and high quality with everyday accessibility. The campaign will run across OLV, CTV, social, and various retail media networks. “Farmer’s Market Fresh Taste” marks GSD&M’s second campaign for Mateo’s since being named AOR in 2024.

“We really leaned into the farmer and the fresh mentality when creating this new work. Mainly so this brand could stand out in a very crowded category. Look, everyone says they're fresh, we went with let's say it and show it and do it with a wink and a smile to stand out,” said Wade Alger, Group Creative Director at GSD&M. “I mean if you truly are (and Mateo's is) Farmer's Market Fresh, who better to sell that notion in than THE farmer himself, because hey, it's hard to argue freshness with the guy who harvests what goes into the salsa right?"

“At the heart of Mateo’s is a commitment to doing things the right way, with slow-simmered, never frozen ingredients, and never cutting corners. This campaign brings that philosophy to life by dramatizing what makes our salsa different: it tastes like it came straight from the farmer’s market,” said Alina Allen, Marketing Director, at Mateo’s Salsa.