U.S. HISPANIC
Northgate González Market names Orci Advertising as Agency of Record
28 de marzo de 2025
Una alianza estratégica para conectar con la comunidad hispana
Orci has been named agency of record by Northgate González Market, one of the largest Hispanic supermarket chains in the U.S. which is also proudly family-owned. The appointment was made in late 2024, with kickoff happening this past January. Orci replaces New York-based marketing agency Monks, which was previously known as Media Monks.
“At Orci, we believe that brands must earn the right—earn the right to talk to consumers, to do business with them, and also earn their respect—and that’s something that’s been part of our DNA since Héctor and Norma Orci founded the agency nearly four decades ago,” said Marina Filippelli, CEO of Orci. “We view Northgate González Markets as a kindred spirit, a community-oriented business focused on providing quality, authentic foods, making this new relationship a perfect fit.”
Mexican entrepreneur Don Miguel González Jiménez opened the first Northgate Market in 1980 in Anaheim, California, pursuing his version of the American Dream. Today, the González family owns and operates 44 stores across the state of California.
As part of this new engagement, Orci will design, deliver and execute both traditional and social-first marketing and advertising campaigns highlighting Northgate’s differentiators—celebrating the store’s Mexican roots and its dedication to remaining family-owned, as well as its continued promise to prioritize authentic ingredients, excellence and value.
“Partnering with Orci was a natural fit—both of our businesses were founded by immigrant families with a shared mission to serve the Hispanic community,” said Alexandra Bolanos, Director of Brand at Northgate González Market. “Just as Northgate was built to bring fresh, authentic Mexican goods to our customers, Orci was created to connect with Hispanic consumers through culturally resonant advertising. Our aligned values, deep cultural understanding, and strategic vision make them the ideal creative partner for Northgate.”
Since 1986, Orci has helped brands respectfully and authentically speak to Hispanic Americans, as representation and brand allyship are central to their belief system, and something the agency emphasizes from a multicultural and intersectional standpoint. Orci refers to this as “earning the right,” meaning that a brand is earning the right to market their products or services to a community by ensuring that they are tangibly supporting that community in positive ways, as opposed to relying upon lip service. To that end, they’ve helped top global brands from Disney to Dole, Honda to Verizon, and Chevron ExtraMile create lasting impressions and build lasting relationships with consumers.
