Chef Merito Inc., a Van Nuys manufacturer and distributor of spices and seasonings, has hired L.A. marketing agency Sensis to create a branding campaign targeting Latinx consumers.

Sensis specializes in cross-culture marketing. For Chef Merito, the agency will create a comprehensive strategy to drive brand awareness in California’s growing Latinx market. The campaign will include increased product trials, media planning and buying across all channels, including digital, social media, earned media and original content creation.

Sensis founder and Chief Strategy Officer Jose Villa said Chef Merito is looking to capitalize on the home cooking boom resulting from the mandated closure of restaurants by national and state regulators as well as fears regarding transmission of the coronavirus.

“More people are eating at home more frequently, creating a great opportunity to introduce them to all the ways Chef Merito can enhance their favorite home-cooked meals,” Villa said in a statement.

Financial terms of the deal were not disclosed.