5. Miami Heat

HIALEAH, Fla. When the nation's largest Hispanic supermarket launched a new ad campaign this year, it made its shoppers the stars. Created by Sedano's new agency, Republica of Miami, the ads feature actual customers discussing why they shop at Sedano's. The goal of the ads is to cater to Sedano's original customers (mostly Spanish-speaking first-generation Hispanics), while also reaching out to its

HIALEAH, Fla. — When the nation's largest Hispanic supermarket launched a new ad campaign this year, it made its shoppers the stars.

Created by Sedano's new agency, Republica of Miami, the ads feature actual customers discussing why they shop at Sedano's.

The goal of the ads is to cater to Sedano's original customers (mostly Spanish-speaking first-generation Hispanics), while also reaching out to its newer clientele of bilingual, acculturated Hispanics.

“We wanted the ads to recognize the loyal customer that Sedano's has had for years, but also celebrate the second and third generations who want to cook food from their homeland,” said Jorge Plascencia, Republica's chairman and chief executive officer.

An initial 20 Spanish-language ads are running on radio and on Univision, Telemundo and other Hispanic television. The campaign will be expanded into English with additional ads in 2009.

The ads are part of a rebranding campaign that includes a new store logo and a prototype store. The new layout features warm colors, wood laminate flooring, higher ceilings and wider aisle space according to Javier Herrán, Sedano's director of marketing.

About 90% of its shoppers are Hispanics, many of whom favor Sedano's fresh prepared-food section that carries Hispanic staples like rice and beans and plantains. But its non-Hispanic clientele is growing.