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Cdp-travissully has won the £2.5 million brief to launch the

Mexican food brand Dona Maria in the UK.

The chief executive, Peter Travis, said the agency's track record of

working on brands such as Kikkoman soy sauce, the beer brand Sol and

Yakult proved invaluable in a pitch against three other undisclosed UK

agencies.

Before it merged with CDP last autumn, travissully also worked on the

launch of the Mexican food sector's leading brand, Old El Paso, in the

early 90s.

"This is a very important win for cdp-travissully and reflects our

unrivalled track record in successfully developing brands in the

sector," Travis said.

He added that a campaign would break in the spring, but refused to

comment further on what media would be used, or the creative strategy

for building the brand in the UK.

"The task of our team is to make Dona Maria into a major food brand in

the UK, and capitalise on the growing interest in Mexican food," Travis

said.

The Dona Maria brand is owned by Grupo Herdez, Mexico's leading food

company. The launch of the Dona Maria range marks its first branded

foray into the European market.

Dona Maria's main rivals in the UK market will be Old El Paso, owned by

the US giant General Mills and Discovery Foods.