The world's biggest tortilla maker Mission Foods has appointed Storm Communications on a mission of its own: to introduce the tortilla to European consumers.
The Beaconsfield-based agency was hired on six-figure fees after working on a project basis for the company. It is handling consumer and trade PR, with Storm director Amanda Williams heading the account.
The agency will handle next year's UK consumer launch, and devise a European communications strategy. It will also look after crisis management.
Mission Foods has a vision of changing the perception of tortillas from being a specialist food, to a 'mainstream' bread, like naan or focaccia.
To this end, Storm will be undertaking a consumer education campaign, promoting the virtues and versatility of the flat, round bread.
'Our aim is to encourage people to think of them as a generic bread, rather than just an accompaniment to traditional Mexican dishes,' said Williams.
It will also be working to build the Mission brand. Although there will be an integrated marketing campaign, PR will be the lead discipline.
The US-based company launched in the UK earlier this year, investing pounds 16 million in a new factory in Coventry. This plant produces flour tortillas and corn chips. Mission Foods is a subsidiary of the Mexican company Grupo Maseca.