15.6.2022 Press release
With the Santa Maria brand, Paulig is the Tex Mex market leader in many countries throughout Europe. Now, the international food and beverage company is renewing and strengthening Santa Maria Tex Mex with a new communications platform. With “Chairing”, the company invites everyone to the table, and pays tribute to Tex Mex as a social fuel. 

Chairing is a pun, combining the sharing aspect of a Tex Mex dinner and the word “chair”.​

- For us, Chairing is all about togetherness. It communicates Santa Maria’s love of Tex Mex and what it brings to peoples’ lives. Now more than ever we are eager to spend time with friends and family, to share flavours and great moments together - and Tex Mex is the ultimate social fuel. You will simply need many chairs! says Paula Backman, Chief Marketing Officer at Paulig. 


Under the Chairing umbrella, Paulig will continue working on the core of the Santa Maria Tex Mex assortment, premiumising the range, as well as launching new products and concepts.  

Antti Lauronen is the Director of creative, planning and digital at Paulig: 

- Strong ideas are simple, relevant and true. And in Chairing we have one that we will keep building and consumers will continue to notice across media and in-store. With Santa Maria Chairing, we will continue to provide inspiration for more Tex Mex occasions, introduce new products and, importantly, pay tribute to the irresistibly delicious Tex Mex occasion and its important role in our social lives, says Antti Lauronen.  

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