In another indication of the growing recognition of the value of the Hispanic market in the U.S., Unilever Bestfoods (Englewood Cliffs, N.J.) has launched its first Spanish-language television advertising for Ragu sauces.

The campaign attempts to capitalize on the growing Hispanic market and centers itself on the theme “Enamórelos Con Ragu”—fall in love with Ragu. In the spots, Unilever attempts to capture the moment where “nothing else matters but the enjoyment of a meal made with Ragu.”

According to Claudia Trujillo, brand manager for Ragu, “(The) new campaign captures the essence of the Hispanic mom, who demonstrates her love for her family through her cooking and feels proud when her loved ones truly enjoy it.”

The campaign is scheduled to run throughout the year.