Interlex Acquires California-Based Agency
Advocacy marketing leader enters healthy food and beverage category
SAN ANTONIO–This month, Interlex Communications formalized the acquisition of SenaReider, a full-service advertising agency based in Monterey, California. Founded over 30 years ago, SenaReider specializes in branding and marketing within the food and beverage as well as fitness and recreation categories. SenaReider’s current and past client roster includes marquee brands like Del Monte, The North Face, the Florida Tomato Committee, and Birds Eye.
“Interlex has been consistently involved with the public health battle against the obesity epidemic. Whether in partnership with the Center for Science in the Public Interest or the City of San Antonio’s Find Your Balance Campaign, our agency has been at the forefront of this critical debate,” says Interlex CEO Rudy Ruiz. “The natural next step was for us to dive into healthy food and beverage marketing, and broaden our portfolio from a consumer goods and lifestyle brand perspective.”
While Interlex draws on over 17 years of experience with state and municipal health departments and leading non-profit organizations such AARP and the American Heart Association, its experience in marketing foods and beverages or fitness brands from the private sector was limited.
“SenaReider will complement our in-house expertise and understanding of social behavior with knowledge of and experience in the healthy food and beverage categories. We are also excited to work with top-notch clients like Del Monte Fresh and Panera Coffee,” Ruiz added. “Private-public partnerships are essential to our success in turning around the obesity epidemic. Our combined skills and portfolios will provide the perfect formula to companies wanting to deliver healthier products and experiences in an increasingly health-conscious time.”
“Our creative team is thrilled to collaborate with SenaReider’s,” said Heather Ruiz, Interlex’s Co-Founder and Creative Director. “The California creative spirit is refreshing. And it is high time that healthy options are marketed with the same creativity and passion that unhealthy products are. We are eager to begin changing consumer perceptions and behaviors not just through public education campaigns, but through effective consumer branding of healthy lifestyles.”
SenaReider’s agency brand, leadership, and California office will stay in place while some activities and positions will move to Interlex’s San Antonio headquarters. The acquisition also extends the San Antonio agency’s geographic range to the West coast, expanding on its existing satellite offices in New York and Washington, DC.
About Interlex
Interlex is a leading full-service integrated marketing communications firm. It is ranked on the Inc. 500 and among the Top U.S. Agency Brands according to Ad Age Magazine. One of the largest Hispanic-owned agencies in the nation, Interlex provides global and national clients seamless general and multicultural marketing services with a focus on marketing that inspires people and empowers communities to live better lives.
About SenaReider
SenaReider is a full-service advertising agency based in Monterey, California with extensive experience in new product development, packaged foods, fresh food and beverage marketing. Founded in 1981, the SenaReider is a member of the American Association of Advertising Agencies.